Defining Marketing
3
The Nature and Importance of Marketing Research
54
Justification for Study
6
What Needs Researching in Marketing?
55
Characteristics of a Marketing Organization
7
Procedures and Techniques in Marketing Research
57
The Role of Marketing in the Firm:
Making a Preliminary Investigation
57
A Basis for Classification
12
Creating the Research Design
59
Strategic Components of Marketing
17
Conducting the Research
67
Keys to Marketing Success
22
Processing the Data
67
Summary
24
The Value of Marketing Research
67
Marketer's Vocabulary
24
Summary
70
Discussion Questions
24
Marketer's Vocabulary
70
Project
25
Discussion Questions
71
Case Application: The Hog Is Alive and Well
25
Project
71
References
26
Case Application: Research Saves the Day at Case
72
References
72