Chapter Summary:

In this chapter, we look at the importance of research in marketing.  We explore what marketing research is and see why it is considered the foundation of marketing.  Our examination includes a detailed look at the key methods marketers use to gather relevant information.  Finally, we look at the trends shaping marketing research.

Key Issues:

  • The Foundation of Marketing
  • Research in Marketing
  • Secondary Research
  • Primary Research
  • Trends in Marketing Research

Links to Cited References:

  1. For more on the different methods of sampling see: "Survey Sampling Methods." Stat Trekhttp://stattrek.com/survey-research/sampling-methods.aspx.
  2. For an extensive list of links to low-cost secondary research websites see: "Marketing Links." KnowThis.comhttps://www.knowthis.com/more/marketing-weblinks-collection.
  3. "Google Scholar." Googlehttps://scholar.google.com.
  4. For an extensive list of links to high-cost secondary research websites see: "Marketing Links." KnowThis.comhttps://www.knowthis.com/more/marketing-weblinks-collection.
  5. For more on customer engagement see: "Customer Engagement." Wikipediahttps://en.wikipedia.org/wiki/Customer_engagement.
  6. "Virtual Reality: Looking Toward the Future of Market Research." EyeFasterhttp://eyefaster.com/virtual-reality-looking-toward-the-future-of-market-research.

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