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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Problem Definition, Research Objectives, and Marketing Research Ethics

Learning Objectives


1.

Distinguish types of pragmatic and scientific information needed to determine and resolve information problems or questions.

2.

Describe the nature and purpose of a marketing research project.

3.

Illustrate and explain the critical elements of problem definition in marketing research.

4.

Determine the expected value of information obtainable through marketing research.

5.

Identify and discuss both the procedural and methodological factors used in evaluating a marketing research project.

6.

Discuss how price is determined and how it affects marketing research.

7.

Identify and explain the characteristics used to evaluate a supplier of marketing research.

8.

Discuss Ethics in the marketing research industry.








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