Instructor‘s Manual for Marketing Research: An Applied Orientation Naresh K. Malhotra
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Course
Instructor‘s Manual for Research
Institution
Instructor‘s Manual For Research
Instructor‘s Manual for Marketing Research: An Applied Orientation
Naresh K. Malhotra
Instructor‘s Manual for Marketing Research: An Applied Orientation
Naresh K. Malhotra
Instructor‘s Manual for Marketing Research: An Applied Orientation
Naresh K. Malhotra
Instructor‘s Manual for Mar...
, 1.3. Understand the nature and scope of marketing research and its role in designing
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xx and implementing successful marketing programs.
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1.4. Explain how the decision to conduct marketing research is made.
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1.5. Discuss the marketing research industry and types and roles of research
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xx suppliers, including internal and external, full-service, and limited-service
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xx suppliers.
1.6. Describe careers available in marketing research and the backgrounds and skills needed
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xx to succeed in them.
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1.7. Acquire an appreciation of the international dimension and the complexity involved
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xx in international marketing research.
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1.8. Describe the use of social media as a domain to conduct marketing research.
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1.9. Discuss the developing field of mobile marketing research and its advantages
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xx and disadvantagesxx
1.10. Gain an understanding of the ethical aspects of marketing research and the
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xx responsibilities each of the marketing research stakeholders have to themselves,
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xx each other, and the research project.
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AUTHOR‘S NOTES: CHAPTER FOCUS xx xx xx
This introductory chapter provides an overview of the nature and scope of marketing
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xx research. A definition and classification of marketing research is provided. An overview of the
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xx marketing research process is presented. Marketing research suppliers, services and careers
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xx in marketing research are covered. International marketing research is introduced and ethical
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xx considerations are discussed. We also explain how the Internet and computers can be used to
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xx facilitate the marketing research process
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While similar in many ways to the material in competing texts, this chapter is different in that
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it presents a classification of marketing research (Figure 1.1). The classification of marketing
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xx research suppliers and services is also unique (Figure 1.3).
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This chapter could be taught by focusing on the chapter objectives, sequentially. Relatively
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greater emphasis could be placed on the types and roles of research suppliers (Chapter
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