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Marketing Management, 16th Edition
book

Marketing Management, 16th Edition

by Philip T. Kotler, Kevin Lane Keller, Alexander Chernev
June 2021
Intermediate to advanced
608 pages
35h 33m
English
Pearson
Content preview from Marketing Management, 16th Edition

Chapter 5 Conducting Marketing Research

The Qualtrics logo surrounded by greenery. Some buildings are visible in the background.

Firms across the globe use Qualtrics’ cloud-based marketing research software to manage key aspects of their business that include attracting and retaining customers, creating a company culture, and building strong brands.

Source: Kristoffer Tripplaar/Alamy Stock Photo

Learning Objectives

After studying this chapter you should be able to:

  1. 5.1 Define the scope of marketing research.

  2. 5.2 Explain the marketing research process, how to gather and analyze market data, and how to develop a research plan.

  3. 5.3 Explain how to measure and forecast market demand.

  4. 5.4 Define the different approaches to measuring ...

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Publisher Resources

ISBN: 9780135323199