s1 Intro - Marketing Research Basant P Agenda Introduction...

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Marketing Research Basant P
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Agenda Introduction to Marketing Research [MR] Significance Process Boundaries Decision maker’s considerations Project [30%] Mid term [announced on AIS] 2
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Significance of MR 3 MR Marketing Information Marketing Decision (less risk)
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Significance of MR Any other configuration of arranging MR, Information, Decision Making? Critical thinking! 4
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Significance of MR Other sources of marketing information? 5
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Significance of MR 6 MR Information Marketing Decision Field force + MIS Secondary Reports Own experience/Intuition
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Significance of MR MIS: Uses existing information Continuous basis MR: Ad hoc activity Generates new information 7
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Process of MR Research Problem R Question & Hypotheses Research Design Instrument Design Sampling Data Analysis Interpretation 8
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Process of MR Each step of MR process can bring an error in the desired marketing information Revisit case “ Boston Fights Drugs Measure = Partial truth + ?
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