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Solutions for Essentials of Marketing Research, 6th Edition by Joseph Hair
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  • MKT211
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  • MKT211

Complete Solutions Manual for Essentials of Marketing Research, 6th Edition 6e by Joseph Hair, David Ortinau and Dana E. Harrison. Full Chapters Solutions are included - Chapter 1 to 13 Part 1: The Role and Value of Marketing Research Information Chapter 1: Marketing Research for Managerial...

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  • September 15, 2023
  • 402
  • 2023/2024
  • Exam (elaborations)
  • Questions & answers

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  • MKT211
  • MKT211

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1
Chapter 01 – Marketing Research for Managerial Decision Making




Chapter 1
Marketing Research for Managerial Decision
Making
Learning Objectives

1. Describe the impact marketing research has on marketing decision making.
2. Demonstrate how marketing research fits into the marketing planning process.
3. Provide examples of marketing research studies.
4. Understand the scope and focus of the marketing research industry.
5. Recognize ethical issues associated with marketing research.
6. Discuss new skills and emerging trends in marketing research.

Key Terms and Concepts

• Behavioral targeting
• Benefit and lifestyle studies
• Big data
• Branded “black-box” methodologies
• Curbstoning
• Customer relationship management (CRM)
• Customized research firms
• Database
• Data warehouse
• Deanonymizing data
• Marketing research
• Perceptual mapping
• Retailing research
• Shopper marketing
• Standardized research firms
• Subject debriefing
• Sugging/frugging
• Syndicated business services

Chapter Summary by Learning Objective

LO 01-01: Describe the impact marketing research has on marketing decision making.


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