2.2 Research using the marketing research mix скачать в хорошем качестве

2.2 Research using the marketing research mix

One way to help researchers to approach the complex area of designing research is the marketing research mix (the MR mix) which, to be in line with the marketing mix, features four Ps. These elements are sequential and match the main phases that need to be followed. They are: purpose; population; procedure; publication. Purpose covers the objectives. The term population prompts the researcher to consider the target audience, customer or player: should a census or sample be taken? Procedures embrace the means of capturing data, processing it and then making analyses. These may involve desk research or using primary methods, and may be qualitative or quantitative, and in person, by phone, by post, or even online. Publication concerns communicating results through written reports and spoken presentation. http://www.oxfordtextbooks.co.uk/orc/...