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Marketing Research by Naval Bajpai

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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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