Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.

1. Slide 5-2 Marketing Research

6. Slide 8-7 FIGURE 8-1 Marketing research questions asked in test screenings of movies, and how they are used

7. Slide 8-10 FIGURE 8-2 Five-step marketing research approach leading to better marketing actions

11. Slide 8-21 FIGURE 8-3 Types of marketing information

18. Slide 8-34 FIGURE 8-A Comparison of three kinds of surveys

19. Slide 8-35 FIGURE 8-6 Typical problems in wording questions

26. Slide 8-45 FIGURE 8-8 Product and brand drivers: factors that influence sales

28. Slide 8-47 FIGURE 8-9 How marketing researchers and managers use information technology to turn information into action