Part I: Introduction and Early Phases of Marketing Research
Chapter 1 INTRODUCTION TO MARKETING RESEARCH
FIGURES AND TABLES Figures Figure 1.1
A Classification of Marketing Research
Figure 1.2
The Role of Marketing Research
Figure 1.3
Marketing Research Suppliers and Services
Table 1.1
Problem Solving Research
Table 1.2
Top 25 Global. Market Research Firms
Table 1.3
An Overview of Ethical Issues in the Marketing and Research Process
Tables
CHAPTER OBJECTIVES 1.1.
Define marketing research and distinguish between problem identification and problemsolving research.
1.2.
Describe a framework for conducting marketing research as well as the six steps of the marketing research process.
1.3.
Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs.
1.4.
Explain how the decision to conduct marketing research is made.
1.5.
Discuss the marketing research industry and types and roles of research suppliers, including internal and external, full-service, and limited-service suppliers.
1.6.
Describe careers available in marketing research and the backgrounds and skills needed to succeed in them. Copyright © 2019 Pearson Education, Inc. 1