What is marketing ?

A competitive philosophy

External focus

4 marketing elements (4 Ps)

What is marketing research ?

Involves all elements of marketing

Has several steps - Formulate problem; Determine research design; Design

data collection method & forms; Design sample & collect data; Analyze &

interpret the data; Prepare the research report.

Marketing research is the systematic &objective approach to the development

& provision of information for the marketing management decision

process

What is research ?

Systematic - Planing of various phases

Objective - Uses the scientific method (i.e., Objectivity of Investigator, Accuracy

of measurement, Continuing & Exhaustive Investigation)

Problems in applying the scientific method to the social sciences

Problems in being objective in a company

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