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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
Marketing Research and Market Information

Learning Objectives


Chapter 4 - Marketing Research & Market Information
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
  • What marketing research is, the need for it, and the variety of forms it takes
  • How information systems increase the usefulness of data
  • The growing role of technology in marketing research
  • The appropriate way to conduct a marketing research project
  • How firms gather and use information about competitors
  • How ethics enters into the performance of marketing research
  • Some threats to the future of marketing research








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