Marketing Research Philip Kotler Ppt [patched] Review

defines marketing research as the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation.

A research report should not be a data dump. It should answer: "What does this mean for the company?" and "What should we do next?" If the research does not lead to a decision or an action, the investment in the research has failed. marketing research philip kotler ppt

“Secondary data is your friend. Start with government reports, trade associations, internal sales data. Primary research is powerful but slow and costly.” and behavioral data.

Including observation, focus groups, surveys, and behavioral data. marketing research philip kotler ppt