Imagine that you are a consultant to the advertising firm ABC, Inc. The president, Mrs Smith, asks you to explain the research process to the marketing managers at ABC, Inc. who have little experience with research and are considering a series of advertising/marketing studies for their clients. First, explain why research is an important basis for product development, marketing, and advertising. Second, identify and discuss the steps of the research process that would be used to conduct a marketing and advertising evaluation study for their clients.
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