Chapter 1: The Role of Marketing Research in Management Decision Making

Marketing (Definition)

The Marketing Concept is composed of three tenets which are interrelated:

Marketing Research (Definition)

The Three Critical Roles of Marketing Research

Research Value
Return on Quality

Marketing Strategy for Customer Retention

Social Media and UGC

Two Types of Research Studies

Three Applied Research Types

Programmatic Applied Research

Selective Applied Research

Evaluative Applied Research

Reconsider conducting marketing research under what circumstances:

Positive Aspects of Internet Surveys:

Negative Aspects of Internet Surveys:

The Development of Marketing Research

Marketing Concept

Consumer Orientation

Goal Orientation

Systems Orientation

Marketing Mix

Marketing Research

Descriptive Function

Predictive Function

Return on Quality

Marketing Strategy

Applied Research

Basic, or pure, research

Programmatic Research

Selective Research

Evaluative Research