BUS 339 wk 1 discussion 1 (DO NOT CHANGE THE PRICE)

http://ecorner.stanford.edu/videos/55/The-Role-of-Market-Research

Week 1 - Discussion 1

Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to respond to your classmates. Your grade will reflect both the quality of your initial post and the depth of your responses. Refer to the Discussion Forum Grading Rubric under the Settings icon above for guidance on how your discussion will be evaluated.

What is   Marketing Research?

In the video, The Role of Market Research (Links to an external site.)Links to an external site., Jeff Hawkins describes how marketing research did (and didn’t) help him identify market opportunities and problems.  Use Table 1.1 to suggest a category of marketing research that could support the marketing efforts of a product of your choice.  Why do you think this research would be useful?  Respond to at least two of your classmates’ postings.

https://online.vitalsource.com/books/9781256060284/id/ch01

https://online.vitalsource.com/books/9781256060284/id/ch02

https://online.vitalsource.com/books/9781256060284/id/ch03

Required Resources

Text

Burns, A. C. & Bush, R. F. (2012). Basic marketing research using Microsoft Excel data analysis (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

· Chapter 1: An Introduction to Marketing Research

· Chapter 2: The Marketing Research Industry

· Chapter 3: The Marketing Research Process—Defining the Problem and the Research Objectives

Article

Marketing Research Association. (2007, March). The code of marketing research standards (Links to an external site.)Links to an external site.. Retrieved from http://www.mra-net.org/resources/documents/CodeMRStandards.pdf

· To successfully complete this week’s Marketing Research Challenges discussion question, read the report above.

Multimedia

Hawkins, J. (2002, October 23). The role of market research (Links to an external site.)Links to an external site. [Video file]. Retrieved from http://ecorner.stanford.edu/videos/55/The-Role-of-Market-Research

· To successfully complete this week’s What is Marketing Research discussion forum, view the video above.

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