Marketing: An Introduction (12th Edition)
Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 4, Problem 4.11MA
Summary Introduction

Case summary:

Many companies like Company P, Company PG, and Company L mostly use the qualitative research method. This research will bring some ethical issues. Qualitative method is mostly on a physical proximity of the customers. It may collect the customers’ details without their knowledge. This may lead to confidential issues which arise as ethical issues.

To discuss: The action to be taken by the marketing researches and the guidance provided by the International Code of Marketing and Social Research Practice.

Marketing research:

Marketing research is an organized design, meeting of data, investigating on the collected data, and reporting of data to the marketing situation.

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