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Chapter 1 | The Role of Marketing Research

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Learning Objectives

After reading this chapter, you should be able to

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

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