Marketing Management

What is the difference between primary and secondary research?

Under what circumstances might the availability of secondary data make primary research unnecessary?

What are some major sources of secondary data?

What are the privacy implications of companies’ increasingly widespread monitoring of online consumers? Hands-on Assignments

A manufacturer of a new product for whitening teeth would like to investigate the effects of package design and label information on consumers’ perceptions of the product and their intentions to buy it. Would you advise the manufacturer to use observational research, experimentation (causal research), or a survey? Explain your choice.


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