Self-Study Quizzes

Before taking the Concept Check and Concept Challenge quizzes, keep in mind the learning objectives for this chapter:

• To know the relationship of marketing research to marketing, the marketing concept and marketing strategy
• To know how to define marketing research
• To understand the purpose and uses of marketing research
• To know how to classify different types of marketing research studies
• To describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS