Chapter 1 | The Role of Marketing Research

After reading this chapter, you should be able to

• 1.
  Discuss the basic types and functions of marketing research.
• 2.
  Identify marketing research studies that can be used in making marketing decisions.
• 3.
  Discuss how marketing research has evolved since 1879.
• 4.
  Describe the marketing research industry as it exists today.
• 5.
  Discuss the emerging trends in marketing research.