 | Marketing Research: From Customer Insights to Actions
After reading this chapter you should be able to:
- Identify the reason for conducting marketing research.
- Describe the five-step marketing research approach that leads to marketing actions.
- Explain how secondary and primary data are used in marketing.
- Discuss the uses of observations, questionnaires, panels, and experiments.
- Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
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