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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Using Marketing Information to Make Better Decisions

Chapter Objectives

When you finish this chapter, you should:

Know about marketing information systems.

Understand the scientific approach to marketing research.

Know how to define and solve marketing problems.

Know about getting secondary and primary data.

Understand the role of observing, questioning, and using experimental methods in marketing research.

Understand the important new terms (shown in the margins).




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