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Marketing Research: An Integrated Approach (2nd Edition) by Alan Wilson

By Alan Wilson

This concise ebook areas advertising examine within the higher photograph of promoting and demonstrates how advertising learn and its figuring out will be visible as a key part of advertising and marketing instead of a backroom task played by way of statisticians. The constitution of this booklet heavily follows the center parts of the MRS/CIM advertising learn and data Module, so could be perfect for these scholars learning in the direction of those diplomas. This publication is additionally perfect for these taking a quick path in advertising examine for the 1st time.

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Extra info for Marketing Research: An Integrated Approach (2nd Edition)

Sample text

Sometimes, research results may be ignored, particularly where the decision maker has an overriding belief in the product or where a decision maker’s reputation will suffer as a result of abandoning a new product development project or by taking a risk and launching. Occasionally the decision makers who ignore the research will be proved correct – the Dyson bagless vacuum cleaner and the Sony Walkman are examples of products that were launched contrary to marketing research recommendations. If the product concept is unique and thus different from existing products, consumers and certain research approaches may provide misleading feedback.

These steps represent the marketing research process, the sequence of activities and events that require to be addressed if a marketing research project is to provide information that is valuable to the marketing decision maker. This process will also provide the basic framework for the structure of the remainder of the book, with individual chapters examining some specific aspect of the process. 1. Stage 1: Identification of problems and opportunities The marketing environment is constantly changing and therefore marketing managers have to address new issues that may create opportunities or problems for their organisations.

Causal research provides the type of evidence necessary for making inferences about relationships between variables; for example, whether one variable causes or determines the value of another variable. Causal research and descriptive research should not be seen as mutually exclusive, as some studies will incorporate elements of both causal and descriptive research. Conclusive projects should be seen as falling along a research continuum with ‘purely descriptive with no specific testing of the relationship between variables’ at one extreme and ‘purely causal with strict manipulation and testing of relationships’ at the other.

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