What are the conditions that make in-house research preferable? What are the conditions that make outside research preferable? Would the company in the opening vignette have been better off to do the marketing research desired in-house rather than out-house?
Answer to relevant QuestionsWhat is the difference between research and pseudo-research? Cite several examples of each. Identify a research supplier in your area, and determine what syndicated services and other functions are available to clients. What researcher motivations prove a source of conflict with management? 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.” Define secondary data. What is the primary advantage of using secondary data to a marketing researcher?
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