What is marketing intelligence?
What are the characteristics of intelligence-led organisations.
What type of marketing intelligence do firms need?
What are the sources of marketing information?
What is the role of marketing information in marketing planning?
What is marketing research (versus market research)?
Identify and examine the steps in the marketing research process.
Discuss the relative strengths and weaknesses of quantitative and qualitative research design.
When is it appropriate to use primary research and secondary research?