Marketing Research: Anj j j
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Naresh K. Malhotra
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MarketingResearch: A j j
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Seventh Edition
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Naresh K. Malhotra
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NewjYork,jNY
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,Part I: Introduction and Early Phases of Marketing Rese
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Chapter 1 j
INTRODUCTION TO MARKETING RESEARCHj j j
FIGURES AND TABLES j j
Figures
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AjClassificationjofjMarketingjResearchjF
igurej1.2 ThejRolejofjMarketingjResearch
Figurej1.3 MarketingjResearchjSuppliersjandjServices
Tables
Tablej1.1 ProblemjSolvingjResearch
Tablej1.2 Topj25jGlobal.jMarketjResearchjFirms
Tablej1.3 AnjOverviewjofjEthicaljIssuesjinjthejMarketingjandjResearchjProcess
CHAPTER OBJECTIVES j
1.1. Definejmarketingjresearchjandjdistinguishjbetweenjproblemjidentificationjandjproblem-
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1.2. Describejajframeworkjforjconductingjmarketingjresearchjasjwelljasjthejsixjstepsjofjthejmar
Copyrightj©j2019jPearsonjEducation,jInc.
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