Unformatted text preview: about competitors and developments in the marketing environment. Uses secondary data
Marketing Research: Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Primary data – more expensive 4-8 • Marketing Intelligence – Working at Ann Heiser Busch then looking at annual reports for Miller Lite
• Marketing Research – Proctor and Gamble admitted to “dumpster diving” 4-9 The Marketing Research Process
1 2 3 4 4-10 Defining the Problem & Objectives Exploratory Re...
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