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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.
Approximate Word count = 4939
Approximate Pages = 19.8
(250 words per page double spaced)
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