Please help developing a response to the following:
Should research always cover both categories and research orientations (quantitative and qualitative) to assure balance of decisions in marketing?
What actions would you take as a senior marketing manager member to assure that strategic marketing audits were implemented correctly?
This is somewhat of an open question that cuts across multiple industries using similar research techniques. Let's start with the first question, should research be a dual process of quantitative and qualitative actions to improve marketing decisions? I think a good place to start is a discussion of how the quantitative and qualitative sides work together, and when leveraged properly, how they can be very effective in developing sound marketing decisions. Let's consider the following. A survey is often something a quick-service restaurant offers to its customers via a telephone number and code printed on a receipt. The customer is usually told they are entered in a drawing if they participate, or perhaps they are given a discount on their next meal. Whatever the incentive, the type of data collection is ...
The solution discusses decisions in marketing and strategic marketing audits.