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Ch 4: Marketing Information & Research

About This Chapter

Watch video lessons and learn about how marketing information is gathered and processed. The quizzes that follow each lesson will enable you to measure your comprehension of the materials.

Marketing Information & Research - Chapter Summary and Learning Objectives

It is difficult to know if a new product idea has the potential to be a commercial success in the marketplace. Bringing a new concept to market is a costly, time consuming venture, and businesses want to have some assurance that they are likely to be successful. For this reason, gathering marketing information and conducting marketing research are important dimensions of bringing a new product to market. In this chapter, we will examine the different aspects of gathering marketing information and establishing and conducting market research. You'll begin to understand the elements of these important processes. In these lessons, you'll learn things like:

  • The components of marketing controls
  • How marketing research fits into the marketing strategy
  • The differences between quantitative and qualitative research
  • How marketing research projects are established

VideoObjective
Marketing Controls: Market Research, Test Marketing & Marketing StatisticsExplain the purpose of marketing controls.
Marketing Research: Definition, Purpose & Role in Marketing StrategyUnderstand why marketing research is performed and its place in marketing strategy.
Quantitative vs. Qualitative Research in MarketingDefine and explain the differences between quantitative and qualitative research.
How to Establish a Marketing Research ProjectDiscuss the steps involved in setting up a marketing research project.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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