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Essentials of Marketing Research by Joseph F. , Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

By Joseph F. , Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

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Having an MBA will usually give an applicant a competitive advantage. As is the case with many companies, the normal entry-level position in the marketing research area at Federal Express is the assistant research analyst. While learning details of the company and the industry, these individuals receive on-the-job training from a research analyst. The normal career path includes advancement to information technician and then research director and/or account executive. Marketing research at Federal Express is somewhat unusual in that it is housed in the information technology division.

Many marketing research companies have established internal company codes of ethics derived from the ethical codes formulated by larger institutions that govern today’s marketing research industry. The Code of Ethics for the American Marketing Association applies to all marketing functions, Marketing Research Dashboard Research and Data Privacy: The Challenge Are there ethical dimensions to GPS as a research tool? Acme Rent-A-Car of New Haven, Connecticut, placed GPS units on all its rental cars.

Before making a final decision, the president asked the marketing research department to interview business customers. 3 summarizes the key results. A total of 880 people were asked to indicate the degree of importance they placed on seven criteria when selecting a hotel. ” The average importance of each criterion was calculated for both first-time and repeat customers and statistically significant differences were identified. These results did not confirm, however, whether “quality towels and bedding” should be cut back to reduce operating costs.

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