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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
Marketing Research and Database Development

Learning Objectives


1.

Illustrate and define a marketing research database.

2.

Explain the interactive nature of marketing research and data enhancement.

3.

Describe the dynamics of database development.

4.

List the general rules of thumb in database development.

5.

Demonstrate understanding of technology in a database context.

6.

Illustrate the development and purpose of the data warehouse.

7.

Explain the process of data mining as it related to the data warehouse.

8.

Understand the role of modeling in database analysis.








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