The role of marketing research in management decision making -- The marketing research industry -- Problem definition and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation...

The role of marketing research in management decision making -- The marketing intelligence universe and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data, big data, and data analytics -- Qualitative research -- Traditional survey research --...