Author Question: Compare and contrast basic and applied marketing research. Illustrate with an example of ... (Read 137 times)

mspears3 · **on:** Jun 28, 2018

Compare and contrast basic and applied marketing research. Illustrate with an example of each.

Question 2

The analytical techniques used on a big data set like scanner data are very different from the techniques used on small data sets.
a. True
b. False
Indicate whether the statement is true or false

kalskdjl1212 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization. It is relatively specific, and an example might Wendy's fast food restaurant trying to determine if its new veggie burger will be successful.

Basic marketing research is conducted without a specific decision in mind, and it usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general, and as such is not aimed at solving a particular pragmatic problem. For example, a marketing researcher might study the effects of music on consumption in a restaurant setting.

Answer to Question 2

False