Module 6 - Marketing Research and Market Intelligence
In the Spotlight
Figure 6.1 Marketing research provides companies with data-driven insights that allow for dee...
6.1 Marketing Research and Big Data
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing resea...
6.2 Sources of Marketing Information
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify sources of ma...
6.3 Steps in a Successful Marketing Research Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify and describe ...
6.4 Ethical Issues in Marketing Research
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe ethical issue...
Chapter Summary
In this chapter, we discovered the critical nature of marketing research on the success o...
Key Terms
aided awareness when a product, brand, or company list is provided to select from to measure awa...
Applied Marketing Knowledge: Discussion Questions
1. Why is it vital for companies to understand and use customer insights in gathering and m...
Critical Thinking Exercises
1. Draw a diagram depicting a marketing information system. Show how the marketing research...
Building Your Personal Brand
If you’re a curious person, you may enjoy a career in data science, marketing research, or consum...
What Do Marketers Do?
Research is a part of many career paths for marketers and business personnel. Financial planners,...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Nordstrom One day a customer walked into an upscale fashion retail store in Anchorage, Alaska,...
References
1. “Girls Are Ready to Overcome Gender Norms but Society Continues to Enforce Biases That H...