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Introduction Part II and Chapter 5 Global marketing research Figure II.1 The structure and process of Part II Learning objectives (1) ã ã ã Explain the importance of having a carefully designed international information system Link global marketing research to the decision-making process Discuss the key problems in gathering and using international market data Learning objectives (2) ã ã ã ã Distinguish between different research approaches, data sources and data types Discuss opportunit
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  Introduction Part II and Chapter 5 Global marketing research  Figure II.1 The structure and process of Part II  Learning objectives (1) ã Explain the importance of having a carefully designed international information system ã Link global marketing research to the decision-making process ã Discuss the key problems in gathering and using international market data  Learning objectives (2) ã Distinguish between different research approaches, data sources and data types ã Discuss opportunities and problems with qualitative market research methods ã Understand how online surveys are carried out ã Understand the relevance of the World Wide Web as an important data source in global marketing research

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