Marketing Research for Managers, 3rd Edition

16	Using research in marketing decision making

16.1	Introduction
16.2	Guide 1: Using research for market analysis
16.3	Guide 2: Using research to develop new products and services
16.4	Guide 3: Using research to select brand names and pack designs
16.5	Guide 4: Using research for pricing decisions
16.6	Guide 5: Using research for decisions about advertising
16.7	Notes for Guide 1
16.8	Notes for Guide 2
16.9	Notes for Guide 3
16.10	Notes for Guide 4
16.11	Notes for Guide 5
16.12	Summary

16.1 Introduction

This chapter consists of a set of guides for research users. The purpose of these guides is to introduce the new research user to some of the common marketing problems to which research is applied, and in ...