Stages of Marketing Research Process

By |2020-04-02T20:28:02-04:00Marzo 11th, 2012|

Step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision [...]

Wendy´s Case: Marketing Research to Resolve a Management Problem

By |2013-09-13T20:41:58-04:00Marzo 2nd, 2012|

Executive Summary Wendy´s is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, being Burger, Sandwich, Snacks/Beverages, Chicken and Pizza the most important. By system wide sales, Wendy´s Company is the number 4 in the US; behind McDonalds, Subway and Burger King, they [...]

Marketing Research: Subaru´s Looking for Long-term Relationship with Customers

By |2020-04-02T20:28:02-04:00Febrero 3rd, 2012|

We can describe customer loyalty as the fact that people chooses to buy or use a particular product, brand or company, rather than use others, customers exhibit brand or customer loyalty when they consistently purchase a certain product or brand over an extended period of time. There is behavioral and attitudinal loyalty. The first one refers [...]

The Right Interviewer for the Right Market

By |2020-04-02T20:28:03-04:00Enero 11th, 2012|

The company Dell Inc. competes in an intense and growing market, with a large number of competitors, however, it is still the number one in direct-sales computer vendor (Malhotra, 2010, p. 774). Their products and services go through households to enterprise customers in a wide variety like PC and notebooks, network servers, workstations, storage systems, handheld [...]

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