Marketing: Creating Value for Customers.


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Chapter 5 Learning Objectives

After reading this chapter and the student study guide, you should be able to:



  1. Distinguish between data and information, and discuss the challenges of getting the type and amount of information needed.

  2. Discuss how marketing information systems help marketers gather and analyze information.

  3. Compare internal and external sources of information and primary and secondary data.

  4. Identify the steps in the marketing research process.

  5. Describe basic types of research design and approaches to collecting data.

  6. Explain how marketing researchers go about analyzing and interpreting data.

  7. Summarize principles for preparing a marketing research report.

  8. Explain how modern technology has affected the process and use of marketing research.

  9. Discuss ethical considerations of marketing research.

  10. Describe issues that arise in international marketing research.




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