山东财经大学国际经贸学院国际市场营销学课件 Chapter6.pptVIP

International Marketing国际市场营销学;Developing a Global Vision through Marketing Research;Chapter Learning Objectives;Chapter Learning Objectives;Introduction;6.1 Marketing Research;Breadth and Scope of International Marketing Research;;6.2 Marketing Information System (MIS);6.2 Marketing Information System (MIS);6.3 The Research Process;6.3.1Defining the Problem and Establishing Research Objectives;The researcher can gather secondary data, primary data, or both. Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data gathered for a spec