Chapter 28

Chapter 28

marketing research

Section 28.1 Marketing Information

Section 28.2 Issues in Marketing Research

Section 28.1

Marketing Information

CONNECT Why do you think some businesses fail while others succeed in the marketplace?

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 28.1

Marketing Information

? Describe the purpose of marketing research. ? Explain the characteristics and purposes of a marketing information

system.

? Identify procedures for gathering information using technology.

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 28.1

Marketing Information

Marketing research provides information to create a business plan, solve problems, and make decisions about products.

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 28.1

Marketing Information

? marketing research ? marketing information system ? database marketing ? database

Copyright ? by McGraw-Hill Education. All rights reserved.

Section 28.1

Marketing Information

Notes About the Main Concepts of Marketing Research

What?

How?

Who?

Why?

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