MKTG 460 Lecture 9: Backward Market Research
Document Summary
Executive of an entertaining company not satisfied with research results. Executive neglected to make the undertaking a real collaboration with the researcher. Managers tend to define the research problem as a broad area of ignorance. They say in effect: here are some things i don"t know. When the results come in, i"ll know more. And when i know more, then i can figure out what to do. Only two cases when research is not expected to be immediately actionable: When the research is intended to be basic - that is, to lay the groundwork for later investigation or action rather than have any near-term impact. When the research is methodological that is, it is designed to improve the organization"s ability to ask questions in the future. Research should be designed to lead to a decision (with the exceptions mentioned above) Backward approach can help detrmine appropriateness of using strict probability sampling techniques.
