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  • Overcoming Barriers To The Use of Marketing Research

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    Danah Ramos
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    The document discusses overcoming barriers to using marketing research, such as a narrow conception of research problems and uneven researcher quality. It then lists 7 characteristics of good marketing research, including using the scientific method, multiple methods, and independence of analysis and data. Finally, it mentions MDSS, a marketing support system that includes models for brands, calling plans, detailing guidelines, media, promotion, ads, and analyzing conversations.

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    MKTG

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    Honey Mktg Mgt

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    The document discusses overcoming barriers to using marketing research, such as a narrow conception of research problems and uneven researcher quality. It then lists 7 characteristics of good marketing research, including using the scientific method, multiple methods, and independence of analysis and data. Finally, it mentions MDSS, a marketing support system that includes models for brands, calling plans, detailing guidelines, media, promotion, ads, and analyzing conversations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    Download as docx, pdf, or txt
    72 views2 pages

    Overcoming Barriers To The Use of Marketing Research

    Uploaded by

    Danah Ramos
    The document discusses overcoming barriers to using marketing research, such as a narrow conception of research problems and uneven researcher quality. It then lists 7 characteristics of good marketing research, including using the scientific method, multiple methods, and independence of analysis and data. Finally, it mentions MDSS, a marketing support system that includes models for brands, calling plans, detailing guidelines, media, promotion, ads, and analyzing conversations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    Download as docx, pdf, or txt
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    Overcoming Barriers to the use of Marketing Research

    *Narrow Conception of the research *Uneven caliber of researchers *Poor Framing problem *Late and occasionally erroneous findings

    7 Characteristics of Good Marketing Research


    *scientific method *RESEARCH CREATIVITY *MULTIPLE METHODS *INDEPENDENCE OF AND DATA *VALUE AND COST OF INFORMATION *HEALTHY SKEPTICISM*ETHICAL MARKETING

    MDSS- MARKETING SUPPORT SYSTEM

    MODELS

    Brandaid

    Callplan

    detailer geoline

    media

    promoter

    adcad converstory

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