Summary Marketing Research, Global Edition Book cover image

Summary Marketing Research, Global Edition

- Alvin C Burns, et al
ISBN-10 129215327X ISBN-13 9781292153278
305 Flashcards & Notes
Scroll down to see the PDF preview!
  • This + 400k other summaries
  • A unique study and practice tool
  • Never study anything twice again
  • Get the grades you hope for
  • 100% sure, 100% understanding
Remember faster, study better. Scientifically proven.
Trustpilot Logo

A snapshot of the summary - Marketing Research, Global Edition Author: Alvin C Burns Ronald F Bush ISBN: 9781292153278

  • 1 Introduction to Marketing Research

    This is a preview. There are 1 more flashcards available for chapter 1
    Show more cards here

  • 1.1 Marketing Research is Part of Marketing

    This is a preview. There are 3 more flashcards available for chapter 1.1
    Show more cards here

  • What is modern marketing?
    Firms should collaborate with and learn from consumers
  • 1.2 What is Marketing Research?

    This is a preview. There are 1 more flashcards available for chapter 1.2
    Show more cards here

  • What is the definition of marketing research?
    Marketing research is the process of designing, gathering, analysing, and reporting information that may be used to solve a specific marketing problem
  • 1.2.1 Is it Marketing Research or Market Research?

    This is a preview. There are 1 more flashcards available for chapter 1.2.1
    Show more cards here

  • What is market research?
    While the terms marketing research and market research are sometimes used interchangeably, market research refers to applying marketing research to a specific market
  • 1.3.2 Generating, Refining, and Evaluating Potential Market Actions

    This is a preview. There are 1 more flashcards available for chapter 1.3.2
    Show more cards here

  • What are 5 examples of areas in which you can conduct marketing research?
    Examples of areas you can conduct marketing research in are
    1. Selecting target markets
    2. Product research
    3. Pricing research
    4. Promotion research
    5. Distribution research
  • 1.4.1 Components of an MIS

    This is a preview. There are 1 more flashcards available for chapter 1.4.1
    Show more cards here

  • What are the components of an MIS?
    The Components of an MIS are:
    1. Internal reports system
    2. Marketing intelligence system
    3. Marketing decision support system (DSS)
    4. Marketing research system
  • 2 The Marketing Research Industry

  • 2.1.1 Earliest Known Studies

    This is a preview. There are 1 more flashcards available for chapter 2.1.1
    Show more cards here

  • Who was Charles Coolidge Parlin?
    Charles Coolidge Parlin conducted the first continuous and organised research in 1911 when he was hired to gather information about customers and markets to help sell advertising space (also known as the “father of marketing research”)
  • 2.2.1 Client-Side Marketing Research

    This is a preview. There are 2 more flashcards available for chapter 2.2.1
    Show more cards here

  • What is DIY research?
    DIY marketing research, or do-it-yourself marketing research, refers to firms conducting their own marketing research (type of client-side research which is not a devoted marketing research department, e.g. Marketing department)
  • 2.2.2 Supply-Side Marketing Research

    This is a preview. There are 1 more flashcards available for chapter 2.2.2
    Show more cards here

  • What is supply-side marketing research?
    Supply-side marketing research is research conducted by an outside firm hired to fulfill a company’s marketing research needs. A supplier firm may be referred to as an agency or simply as a supplier
  • 2.3.2 Types of Firms and Their Specialties

    This is a preview. There are 1 more flashcards available for chapter 2.3.2
    Show more cards here


  • What is a full-service supplier firm?
    Full-service supplier firms have the capability to conduct the entire marketing research project for buyer firms
  • What is a limited-service supplier firm?
    Limited-service supplier firms specialise in one or, at most, a few marketing research activities

To read further, please click:

Read the full summary
This summary +380.000 other summaries A unique study tool A rehearsal system for this summary Studycoaching with videos
  • Higher grades + faster learning
  • Don't study anything twice
  • 100% sure, 100% understanding
Discover Study Smart