Marketing can increase your sales and profits. To optimize your sales and target the best customers, you need to conduct research to pinpoint the best approach for your marketing communications and strategies. Ensure that you’re conducting the best research possible, recognize and question standard marketing research terms so you understand every step of the process, and practice good research ethics to protect your business and guarantee its success.
About This Article
This article is from the book:
About the book author:
Michael R. Hyman, PhD, is a Stan Fulton Chair and professor of marketing, the author of more than 100 published scholarly papers, and current member of nine journal editorial review boards.
Jeremy J. Sierra, PhD, is an assistant professor of marketing with a teaching interest in sports marketing and marketing research.
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