Marketing research is the systematic and objective process of gathering, analyzing, and interpreting data related to marketing problems or opportunities. It is a vital component of marketing management, as it helps organizations to make informed decisions about their products, services, and target markets. The book "Marketing Research" by Naresh Malhotra provides a comprehensive guide to marketing research, covering its definition, scope, and applications.
When you download a PPT based on Malhotra’s book, you will find that the content is typically organized around his famous six-step marketing research process. Understanding these steps is crucial for mastering the subject: 1. Problem Definition marketing research by naresh malhotra - -ppt free download-