Find the mission statement of at least 3 of the top research firms described earlier in the chapter (see Exhibit 4.2). What career opportunities exist at these firms? Would you consider each a small, mid-sized or large firm? How might a job with one of these firms differ from starting your own research business?
Answer to relevant QuestionsImagine a study being conducted by a senior manager at Apple who is interested in driving more business through iTunes. The manager’s ideas require a huge capital investment and are predicated on Apple operating systems ...Comment on the following remark by a marketing consultant: “Qualitative exploration is a tool of marketing research and a stimulant to thinking. In and by itself, however, it does not constitute market research.” How might ethnography be used in concept testing? What factors might discourage a researcher from using a particular secondary data source? Visit a social networking site (assuming you can log into a site).Search for information about Starbucks. Is there anything useful that turns up in your search that could be used by Starbucks to improve their sales and ...
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