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Transcript
Marketing Research:
From Data to Information to
Action
Chapter 1
What is Marketing Research?


“The systematic and
objective process of
generating
information to aid in
making marketing
decisions.”
Examples:
Source: wetranslate.yolasite.com
Marketing Research

Marketing Mix





Source: http://www.dotcomweavers.com
Product
Price
Place
Promotion
External Environment
Who Does Marketing Research?

Producers of Products &
Services



Why?
Ad Agencies
Market Research
Companies


Syndicated research
Custom-designed research
Source: http://marketingmunch.com
Market Research Process
Marketing Research Ethics

Definition:

Good Marketing Research should be:


Unbiased
Truthful

Advocacy Research

Sugging