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Thoroughly explain how the marketing research process pertains to managerial decision making.

According to Pride and Ferrell, “Marketing research is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities” (2014, p. 87). The process for marketing research consists of “(1) locating and defining issues or problems, (2) designing the research project, (3) collecting data, (4) interpreting research findings, and (5) reporting research findings” (Pride & Ferrell, 2014, p. 91).

Deliverables: 3 page Word document or PDF file, APA format (excludes APA cover page and abstract; include reference page as applicable)

Assignment Details:

You are the manager of a store, which is part of a franchise. (For the purpose of this assignment, you will be allowed to use a franchise of your choice). Recently, it was brought to your attention that your customers have filed more complaints about your store than any other store within the chain. After the corporate office brought this to your attention, you decided to create a corrective action plan that would turn around the consumers’ negative perception. After careful consideration, you have determined that the first step would be to conduct research so you can establish what customers like and dislike.

Use credible research to address the following in your report:

Using the five-step marketing research process create a plan thoroughly discussing how you will address the situation above.

Determine and thoroughly discuss what method for collecting data will be used and why you selected it.

Thoroughly explain how the marketing research process pertains to managerial decision making.

Discuss two ways you plan to restore a positive perception of your business’s reputation.

Reference (1 of 6)

Pride, W., & Ferrell, O. C. (2014). Foundations of marketing. Mason, OH: Cengage.


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