CB-BUS502-261013: Identifying Marketing Research Questions

Watch this video to reinforce your understanding of the marketing research process and provide guidelines on properly identifying research questions. The research question or questions must be clear and specific, so the research design and results lead to relevant and actionable information. In this video, the research process is defined as four steps and then as 11 steps that include more details about essential activities within the initial four steps. The speaker described the Iceberg Principle when determining good research questions. How would you explain this principle about symptoms and causes to your marketing team?

Source: Andrew Baker,

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