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MKT611 - Marketing Research---GDB DUE Date Monday, November 11, 2013

Topic: Marketing Research Objectives



Learning Objectives


The learner will be able to;

  • Understand the application of research process in marketing
  • Understand the importance of marketing research objectives

Learning Outcomes

After completing this activity, the learner will be able to:

  • Identify the issues to be considered by researchers while defining research objectives
  • Evaluate the impact of research objectives on sub-sequent stages of research process


The Case

Establishing research objectives is an important step in marketing research process. Research objectives need to be clear, specific, and well defined. The marketing research team of a famous multinational company has developed a research proposal for re-positioning one of its brands. However; upon evaluation of the research proposal, it has been found that the specified research objectives are not clear.



Discuss the importance of research objectives in marketing research and the potential problems in research process that could arise if objectives are not clear.

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