1. Understand and be able to explain what marketing research is all about.
2. Explain why a small business should conduct marketing research and why many small businesses do not do it.
3. Define and give examples of the two types of marketing research.
4. Understand the marketing research process. 5. Understand the costs of marketing research.
Not everyone can be like Steve Jobs of Apple. Jobs was famous for saying that he did not pay too
much attention to customer research, particularly with respect to what customers say they want.
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