Chapter 2
Marketing Research Process
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
- Understand the steps in conducting research
- Understand the types of research
- Learn the purposes and methods of conducting exploratory research
- Learn about descriptive research and the types of descriptive research
- Have a preliminary idea about causal research
- Establish a difference between exploratory research, descriptive research, and causal research
RESEARCH IN ACTION: LUPIN LTD
Lupin Ltd was established in 1983 and has a wide onshore and offshore presence with its products available in about 70 countries. In terms of overall revenue, the overseas business constitutes about 55%, whereas the remaining are from the domestic market. ...
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