Lecture 1: The role of marketing research 1. Understand the relationship between marketing research and "value" creation. 2. What's the nature of marketing research? Define marketing research. 3. Understand the distinction between applied and basic research. 4. Define the scientific method. 5. List and explain the business orientations/philosophies. 6. Explain the marketing concept. How is it related to marketing research? 7. Describe the marketing research process 8. Explain the managerial value of marketing research. 9. Explain the relationship between marketing hesearch and marketing mix. How does marketing apply to each of the marketing mix elements (The 4 Ps.)? 10. How is marketing research used to identify opportunities on the external marketing environment? 11. The decision to undertake marketing research depends on factors such as the time, the availability of data, the nature of the decision to be made, and the benefits versus costs of doing the research. Explain. Lecture 2: The marketing research process 1. Researchers' contribution to decision making using marketing research 2. The types of marketing research - Exploratory research - Descriptive research - Causal research 3. Describe the technique used under each method to collect data - Observation - In-depth interview - Focus group - Pilot study