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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