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ROLE OF MARKETINGRESEARCHMARKETING RESEARCHDr. Keith Smith
AgendaRole of MarketingResearchChapter 1: Brown and Suter 2014
The Role of Marketing ResearchLearning objectives (ch 1)What is marketing research?Who conducts marketing research?What are some marketing research jobs and skills?Outline marketing research processDescribe general approaches to marketing research
Marketing ResearchWhat do you think Marketing Research is?What are some examples of marketingresearch?What Is Marketing Research?
What is marketing research?Marketing researchis:The process of gathering and interpretingdata for use in developing, implementing,and monitoring the firm’s marketing plans.Telling stories, with support from the dataMarketing researchis not:Only hardcore, boring statistics. However, youwilllearn how to analyze and interpret data.
Data vs InformationMarketers need information about the environments inwhich they operateIt is easy to confuse data with informationData

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Term
Spring
Professor
Beuk,W

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