EXAM1_MK4200 -...

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To know what is meant by the terms “marketing” and “marketing  research’” To understand the purpose and uses of marketing research To distinguish between marketing research” and “online marketing  research” To describe a marketing information system and explain how  marketing research and marketing information systems differ To gain insights into marketing research by learning the steps in the  marketing research process To understand the caveats associated with “a process” To be able to know when marketing research may be needed and  when it may not be needed To know which step is the most important in the marketing research  process>> properly defining the marketing manager’s problem  To have a framework for understanding the topics to be covered in  the rest of this book To understand the research process in a case situation
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EXAM1_MK4200 -...

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