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...Learning outcomes after studying this chapter you should know what marketing research is and it does for business understand the difference between basic applied how role of changes with orientation firm be able to integrate results into strategic planning process when not conducted appreciate way technology internationalization are changing cengage all rights reserved may scanned copied or duplicated in whole part except use as permitted a license distributed certain product service otherwise on password protected website classroom key questions do we sell consumers view our company mean desire defined application scientific method searching truth about phenomena includes idea theory development problem definition information gathering analyzing data communicating findings their implications cont d suggests that intuitive haphazardly gathered accurate objective relevant aspects mix limited by one s explore applies organizations institutions engaging some form activity can have an focu...