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What is Marketing Research Insights and Techniques about?

Chapter 4 discusses marketing research, focusing on the Marketing Information System (MIS) and the systematic search for information relevant to marketing problems. It covers various aspects of research including consumer behavior, product pricing, and competition, as well as methodologies like qualitative and quantitative research. The chapter emphasizes the importance of effective research in decision-making and highlights common pitfalls in the research process.

Author

Van Nguyen Tuong

Language

EN