Marketing Research

"Marketing research is not an immediate or an obvious path to finding solutions to all managerial problems."

"With marketing the new priority, marketing research is the rallying cry."

"The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent with each other."

"The usefulness of a research project depends on the overall quality of the research design and on the data collected and analyzed based on the design."

"Secondary data can be used by researchers in many ways."

"Two major problems are associated with secondary data in international marketing research: the accuracy of the data and the comparability of data obtained from different countries."

"A number of services have evolved to measure consumer exposure to the various media and advertisements."

"Like any traditional information resource, the Internet has certain advantages and disadvantages."

"The reality in the kitchen or supermarket differs drastically from that in most corporate offices."

"There are strong arguments for considering the observation of ongoing behavior as an integral part of the research design."

"The choice of data collection method is a critical point in the research process."

"Despite years of experience with these applications, the design of the rating scale is usually an ad-hoc judgment based on the researcher's preferences and past experiences in similar situations."

"The basic guidelines for sequencing a questionnaire to make it interesting and logical to both interviewer and respondent are straightforward."

"Experimentation is a powerful tool in the search for unambiguous relationships that we hope may be used to make valid predictions about the effects of marketing decision, and to develop basic theories."

"Execution of a research project always introduces some error in the study."

"Too often, information tends to be evaluated absolutely (it is intellectually comfortable to be "certain"). Instead, it should be judged with respect to its use."

"Although data analysis can be a powerful aid to gaining useful knowledge, it cannot rescue a badly conceived marketing research study."

"Each piece of the presentation should fit into the whole, just as individual pieces fit into a jigsaw puzzle."

"Companies spend more time and resources on advertising research than on sales promotion research because of the greater risk and uncertainty in advertising research."

"It is important to develop approaches that place a value on a brand."

"A database provides the means for research to support decisions."