 | Learning Objectives
(See related pages)
- The nature and purpose of marketing information systems and the role of marketing research within such systems
- The types of marketing research
- The approaches to conducting marketing research
- The stages in the marketing research process
- How to prepare a research brief and proposal
- The nature and role of exploratory research
- Quantitative research design decisions: sampling, survey method, and questionnaire design issues
- Analysis and interpretation of data
- Report writing and presentation
- The factors that affect the usage of marketing information systems and marketing research reports
- Ethical issues in marketing research
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