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Question 1:

(a) Define the term "Marketing Research".
(b) Marketing Research is classified under Problem identification research and Problem-solving research. Differentiate between Problem identification research and Problem-solving research.
(c) Describe the uses of Marketing Research.
(d) Describe how Marketing Research is related to the Marketing Concept.

Question 2:

(a) The Coca Cola Company has asked you to conduct online focus group with worldwide heavy users of soft drinks. Which problems would you foresee with starting up such worldwide online focus groups?

(b) Compare and contrast the unique characteristics and advantages/disadvantages of the in-depth and focus group interviewing techniques.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M9590211

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