Market Research: Agility In A Firm
Your response should be at least 200 words in length. You are required to use at least your textbook as source material for your response. ( Burns, A. C., & Bush, R. F. (2012). Basic marketing research (3rd ed.). Upper Saddle River, NJ: Prentice Hall.) You can use an outside source in addition to your textbook. (Textbook must be use as main source). All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.
1. What is the advantage in a firm having its own formal marketing research department? Explain three different ways such a department may be internally organized.
2. Explain why sugging and frugging are bad for marketing researchers.
3. What are marketing, marketing concept, marketing strategy, and marketing research? Explain the role of marketing research in the process of marketing management, marketing concept and marketing strategy.
4. Name and describe three of the ethical issues facing the marketing research industry.
5. Describe two examples of the types of studies in each of the four classes of marketing research studies provided in the first chapter of our textbook.
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