当代市场调研 （原第12版）指导手册汇总 机械 Instructor Manual ch01 创建市场洞察的步骤和营销分析日益增长的作用--- ch15 沟通分析和市场调研洞察.docx

McDanielGates–MarketingResearch,12thEdition Instructor’sManual

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CHAPTER1

StepsinCreatingMarketInsightsandtheGrowingRoleofMarketingAnalytics

LEARNINGOBJECTIVES

1.Comprehendthemarketingenvironmentwithinwhichmanagersmustmakedecisions.

2.Examinethegrowingimpactofmarketinganalytics.

3.Analyzetheproblemdefinitionprocess.

4.Learnthestepsinvolvedinthemarketingresearchprocess.

5.Understandthecomponentsoftheresearchrequest.

6.Appreciatetheimportanceofthemarketingresearchproposal.

7.Com