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MKTG 461 Exam 1 Study Guide
What is Marketing Research?
The systematic gathering, recording, and analyzing of data about problems relating to
the marketing of goods and services.
Marketing Mix
Marketing Environment Mix
P​olitical
C​ompetitive
E​conomic P CENTS
N​atural
T​echnological
S​ocial
Variables used to segment a market:
● Geographic
● Demographic GD PB
● Psychographic
● Behavioral
The Process of Market Research
1. Formulate the marketing research
problem.
2. Determine the research design.
1. Form the problem
2. Choose design
3. Choose data collection method