Marketing
Chapter 1 1: Describe and explain the impact marketing research has on marketing decisions. - A key component of marketing is the research. ... The marketing research a firm does decides what their plan will be and how to implement it. 2: Demonstrate how marketing research fits into the strategic planning process. ... 3: Provide examples of marketing research studies. ... 4: Understand the scope and focus of the marketing research industry. ... 5: Understand emerging trends and new skills associated with marketing research. - Certain skill will be required for marketing research in the near future. ... Chapter 2 1: Describe the major environmental factors that are directly influencing marketing research, and explain some of their impact on the research process. ... - Researchers must face new challenges such as their firms’ ever-changing competitive market, organization structure, and marketing strategies. 2: Describe the nature and purpose of a marketing research project. ... 3: Illustrate and explain the critical elements of problem definition in marketing research. ... 4: Determine the expected value of information obtainable through marketing research. ... 5: Identify and discuss the procedural and the methodical factors used in evaluating a marketing research project. ... 6: Discuss how price is determined and how it affects marketing research. ... 7: Identify and explain the characteristics used to evaluate a supplier of marketing research. ... 8: Discuss ethics in the marketing research industry. ... Chapter 4 1: Understand how secondary data fit into the marketing research process. ... 2: Describe the relationship that exists between marketing research and customer relationship management. - Marketing research must take on the responsibility of transforming research into market intelligence to be implemented. ... Chapter 6 1: Illustrate and define a marketing research database. ... 2: Explain the interactive nature of marketing research and data enhancement. ... Chapter 7 1: Understand the purpose of a marketing decision support system (MDSS). ... There are several objectives that each is trying to obtain: to identify information requirements, to provide data to help define marketing problems or opportunities, and so on. ... 4: Discuss the three major types of experimental designs used in marketing research. ... 5: Explain what test markets are, the importance and difficulties of executing this type of research design, and how the resulting data structures are used by researchers and marketing practitioners. ... - Sampling plays a key role in developing, identifying, and understanding new waves in business and marketing. ... 2: Understand why you should use multivariate analysis in marketing research. ... 4: Apply factor analysis, cluster analysis, discriminant analysis, and conjoint analysis to examine marketing research problems. ... 2: Explain how a marketing research report is organized. ... 4: Understand the importance of presentation in marketing research.