Lecture Marketing research (10th edition): Chapter 3 - McDaniel, Gates
Lecture Marketing research (10th edition): Chapter 3 - McDaniel, Gates
Chapter 3 - Problem definition, exploratory research, and the research process. Conducting marketing research involves a series of logical steps, beginning with problem definition and research objectives. What are the steps in the marketing research process? How is the research process initiated? These are the issues we will address in this chapter.