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Solution Manual For Marketing Research An Applied Orientation 7th Edition Naresh Malhotra
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Solution Manual For Marketing Research An Applied Orientation 7th Edition Naresh Malhotra
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Instructor‘s Manual for g gMarketing Research:
g g
An Applied Orientation
g g g
Naresh K. Malhotra
g g
MarketingResearch: g
An Applied Orientation
g g g
Seventh Edition
g
Naresh K. Malhotra
g g
New gYork, gNY
,
,Part I: Introduction and Early Phases of Marketing
g g g g g g g
Research
g
Chapter 1 g
INTRODUCTION TO MARKETING RESEARCH g g g
FIGURES AND TABLES g g
Figures
Figure g1.1 A gClassification gof gMarketing gResearch
g Figure g1.2 The gRole gof gMarketing gResearch
Figure g1.3 Marketing gResearch gSuppliers gand gServices
Tables
Table g1.1 Problem gSolving gResearch
Table g1.2 Top g25 gGlobal. gMarket gResearch gFirms
Table g1.3 An gOverview gof gEthical gIssues gin gthe gMarketing gand gResearch gProcess
CHAPTER OBJECTIVES g
1.1. Define gmarketing gresearch gand gdistinguish gbetween gproblem gidentification gand
g problem- gsolving gresearch.
1.2. Describe ga gframework gfor gconducting gmarketing gresearch gas gwell gas gthe gsix gsteps gof
g the gmarketing gresearch gprocess.
Copyright g© g2019 gPearson gEducation,
gInc.
1
, 1.3. Understand gthe gnature gand gscope gof gmarketing gresearch gand gits grole gin gdesigning
gand gimplementing gsuccessful gmarketing gprograms.
1.4. Explain ghow gthe gdecision gto gconduct gmarketing gresearch gis gmade.
1.5. Discuss gthe gmarketing gresearch gindustry gand gtypes gand groles gof gresearch
gsuppliers, gincluding ginternal gand gexternal, gfull-service, gand glimited-service
g suppliers.
1.6. Describe gcareers gavailable gin gmarketing gresearch gand gthe gbackgrounds gand gskills
gneeded gto gsucceed gin gthem.
1.7. Acquire gan gappreciation gof gthe ginternational gdimension gand gthe gcomplexity ginvolved
g in ginternational gmarketing gresearch.
1.8. Describe gthe guse gof gsocial gmedia gas ga gdomain gto gconduct gmarketing g research.
1.9. Discuss gthe gdeveloping gfield gof gmobile gmarketing gresearch gand gits gadvantages
gand gdisadvantages
1.10. Gain gan gunderstanding gof gthe gethical gaspects gof gmarketing gresearch gand gthe
g responsibilities geach gof gthe gmarketing gresearch gstakeholders ghave gto gthemselves,
g each gother, gand gthe gresearch gproject.
AUTHOR‘S gNOTES: gCHAPTER gFOCUS
This gintroductory gchapter gprovides gan goverview gof gthe gnature gand gscope gof gmarketing
gresearch. gA gdefinition gand gclassification gof gmarketing gresearch gis gprovided. gAn goverview gof
the gmarketing gresearch gprocess gis gpresented. gMarketing gresearch gsuppliers, gservices gand
g
gcareers gin gmarketing gresearch gare gcovered. gInternational gmarketing gresearch gis gintroduced gand
gethical gconsiderations gare gdiscussed. gWe galso gexplain ghow gthe gInternet gand gcomputers gcan gbe
gused gto gfacilitate gthe gmarketing gresearch gprocess
While gsimilar gin gmany gways gto gthe gmaterial gin gcompeting gtexts, gthis gchapter gis gdifferent gin gthat
it gpresents ga gclassification gof gmarketing gresearch g(Figure g1.1). gThe gclassification gof gmarketing
g
gresearch gsuppliers gand gservices gis galso gunique g(Figure g1.3).
This gchapter gcould gbe gtaught gby gfocusing gon gthe gchapter gobjectives, gsequentially. gRelatively
greater gemphasis gcould gbe gplaced gon gthe gtypes gand groles gof gresearch gsuppliers g(Chapter
2
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