Marketing Research:
An Applied Orientation
Naresh K. Malhotra
Marketing Research: AY Y
n Applied Orientation
Y Y
Seventh Edition
Y
Naresh K. Malhotra
Y Y
NewYYork,YNY
,
,Part I: Introduction and Early Phases of Marketing Res
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earch
Chapter 1Y
INTRODUCTION TO MARKETING RESEARCH
Y Y Y
FIGURES AND TABLES Y Y
Figures
FigureY1.1
AYClassificationYofYMarketingYResearc
hYFigureY1.2 TheYRoleYofYMarketingYResearch
FigureY1.3 MarketingYResearchYSuppliersYandYServices
Tables
TableY1.1 ProblemYSolvingYResearch
TableY1.2 TopY25YGlobal.YMarketYResearchYFirms
TableY1.3 AnYOverviewYofYEthicalYIssuesYinYtheYMarketingYandYResearchYProcess
CHAPTER OBJECTIVES Y
1.1. DefineYmarketingYresearchYandYdistinguishYbetweenYproblemYidentificationYandYproblem
-YsolvingYresearch.
1.2. DescribeYaYframeworkYforYconductingYmarketingYresearchYasYwellYasYtheYsixYstepsYofYt
CopyrightY©Y2019YPearsonYEducation,YInc
.
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, heYmarketingYresearchYprocess.
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