Marketing Principles, SME 2011 Babson College
15th Edition
ISBN: 9781308605654
Author: N/A
Publisher: McGraw Hill Create
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Chapter 10.5, Problem 1PC
Summary Introduction
To determine: The circumstances under which the use of consumer information is ethical in
Introduction: Marketing is a process by which an organization increases the number of customers and retains them by satisfying the needs of the customers.
Marketing research is a process in which useful information is collected and used for the
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2.- What does "market research" consist of?
1. Discuss the real value of marketing research and marketing information and how that value is attained.
2. Discuss the sources of internal data and the advantages and disadvantaged associated with this data.
3. Explain the role of secondary data in gathering customer insights. Where do marketers obtain secondary data, and what are the potential problems in using such data?
4. What are the advantages of web-based survey research over traditional survey research?
5. Conduct a web-based survey to at least 20 college students from different universities to learn what services their university could offer to better meet student needs.
If Kimmel decides to conduct a study to address the marketing research problem,
what research design(s) should be adopted? Relate the different phases of the
research design to specific aspects of the marketing research problem.
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Marketing Principles, SME 2011 Babson College
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- 1. Explain the role of marketing research. 2. What are the uses and characteristics of marketing research?arrow_forward1. How do a researcher present data in Qualitative Research?2. How do a researcher present data in Quantitative Research?arrow_forward3.What are the nature of marketing research process?arrow_forward
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