Book, Marketing Research Focus on Problem Definition 1/18[LS]

This book deals with the subject of Marketing Research in a practical way, as presented in a market research institute. To achieve this, the author took an approach following the steps that make up a market investigation project. Some aspects deserve to be highlighted: The market research instrument must be prepared in an artisanal way: “Hurry is the enemy of perfection”. It is of fundamental importance that open-ended questions are included in the questionnaire, as the lack of them has led the research to not resolve the marketing problems that affect companies. Problem formulation should be the market researcher's biggest concern. The field sector deserves close attention, to prevent it from continuing to be called the biggest source of bias in market research. The exploratory project, as the first step in the investigation, has greatly contributed to the success of market research. In general terms, the book is a safe route to developing consistent marketing research. Textbook for Marketing Research subjects in undergraduate courses in Administration, Communication, Advertising and Specialization courses and MBAs. Recommended reading for professionals in the field of Marketing Research.