Marketing Discussion

Characteristics of Good Marketing Research

Typical Problems in Rural Research

1. Low literacy levels require innovations in questionnaire design scales


2. Wide geographical dispersion requires long travels


3. A large number of languages and dialects, requiring multiple translations


4. Non-availability of working population at normal places of residence


5. Poor access to women respondents


6. Villages layout based on caste lines, requiring innovative sampling

Barriers Limiting the Use of Marketing Research

1. A narrow conception of the research


2. Uneven caliber of researchers


3. Poor framing of the problem


4. Late and occasionally invalid findings


5. Personality and presentational differences

What is a Marketing Decision Support System (MDSS)?

A marketing decision support system is a
1.coordinated collection of data, systems, tools, and techniques with supporting hardware and software
2. by which an organization gathers and interprets relevant information from business and environment
3.and turns it into a basis for marketing action.

Step: 4 Interpreting and Reporting Findings

1. Interpret the findings


2. Draw conclusions


3. Report to management
   

Step: 3 Implementing the Research Plan

1. Collecting the data
---Most expensive and subject to error
2. Processing the data
3. Analyzing the data