Many market researchers have their favourite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about customers or brands is through in-depth qualitative research. Others contend that only legitimate and defendable form of marketing research involves quantitative measures. Discuss with the use of examples and drawing from relevant literature.
Many market researchers have their favourite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about customers or brands is through in-depth qualitative research. Others contend that only legitimate and defendable form of marketing research involves quantitative measures. Discuss with the use of examples and drawing from relevant literature.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Many
different researchers often have different preferences. Some researchers maintain that the
only way to really learn about customers or brands is through in-depth qualitative research.
Others contend that only legitimate and defendable form of marketing research involves
quantitative measures. Discuss with the use of examples and drawing from relevant literature.
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