Chapter 1 of the book “Introducción a la Investigación de Mercados. Enfoque para América Latina” by Benassini provides an introduction to market research. This chapter is suitable for a seventeen-year-old pupil who wants to understand the basics of market research.

The chapter begins by explaining what market research is and why it is important. Market research is the process of gathering information about consumers, competitors, and the market in order to make informed business decisions. It helps companies understand their target audience, identify market trends, and develop effective marketing strategies.

The author then discusses the different types of market research, including primary and secondary research. Primary research involves collecting new data directly from consumers through surveys, interviews, or observations. Secondary research, on the other hand, involves analyzing existing data from sources like government reports, industry publications, or online databases.

Next, the chapter explores the steps involved in conducting market research. These steps include defining the research problem, developing a research plan, collecting data, analyzing the data, and presenting the findings. Each step is explained in a clear and concise manner, making it easy for the pupil to understand.

The chapter also emphasizes the importance of ethical considerations in market research. It highlights the need to protect the privacy and confidentiality of participants, as well as the importance of obtaining informed consent.

Overall, Chapter 1 provides a comprehensive overview of market research, making it suitable for a seventeen-year-old pupil who wants to gain a basic understanding of this field. It covers the definition, types, and steps involved in market research, as well as the ethical considerations that should be taken into account.