【国外原版配套ppt市场营销调研】marketingresearch.pptVIP

PowerPoint to accompany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim Chapter 3 Specifying the Marketing Research Process Chapter Objectives After reading this chapter you should be able to: Appreciate that good research requires good thinking Understand that nothing is as practical as a good theory Show how a broad research approach is narrowed into specific market research questions Describe the processes the researcher carries out to understand the context and how to approach the market research problem Chapter Objectives (continued) Understand the usefulness of hypotheses about the m