Marketing
6th Edition
ISBN: 9781259709074
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Chapter 10, Problem 2MA
Summary Introduction
To discuss: The steps to undertake the project.
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Identify a nonprofit organization that might use marketing research, anddescribe one example of a meaningful research project that it mightconduct. Discuss the steps it should undertake in this project.
Reflect on the importance of ethics in marketing research. What initiatives would you present to marketing management to assure participants that the data collection process is ethical and their data will not be used for alternate purposes?
Identify and elaborate on at least five ethical principles that should be followed when conducting a research process.
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- Good market research is essential for planning and forecasting. It also helps target the appropriate market. As the marketing research industry expands, what skills will future executives need to possess? How do these skills differ from those currently needed to function successfully in the marketing research field?arrow_forwardMarketing Research What is the first step in conducting a marketing research project? Why is it important to define the marketing research problem appropriately? What are the common types of errors encountered in defining a marketing research problem? Does the healthcare environment make defining the research problem more or less difficult? Why? resources should be supported by research from scholarly peer-reviewed resources.arrow_forwardExplain the structure of a well-defined marketing research problem, including the broad statement and the specific componentsarrow_forward
- Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information neededarrow_forwardDiscuss the difference between content analysis and Desriptive research methodarrow_forwardHow can a marketing researcher ensure that the sample used in a research study is representative of the target population, and why is this important in evaluating the research process? What are some common biases that can affect the results of market research, and how can these be mitigated to ensure accurate and reliable data?arrow_forward
- When taking the decision to conduct market research all of the factors below should be considered except: Management attitude towards research All options are true Resources available to conduct research Resources available to implement the research findingsarrow_forwardWhat is called Marketing research?arrow_forwardYour organization has been asked to carry out a programme of qualitative research for a company that produces battery-powered scooters for transport around city centers. The company wants to know if and how the public’s perceptions of its brand have been affected by environmental concerns and increases in fuel prices. Identify 3 methods of primary data collection by which the information the company requires could be gathered. Outline the strengths and limitations of each approach you suggest.arrow_forward
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