Difference between MI and MR

Jun 30th, 2015
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Discusses the difference between Marketing Intelligence and Marketing Research

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Marketing IntelligenceMarketing Research1. Ongoing process1. Project based on information gap2. Usually done in-house2. Mostly outsourced to M.R. companies3. Not meant for immediate action3. action oriented4. General Purpose4. Very specific answers to questions5. Focus on competition, environment5. Focus on customers, influencers etc.Difference between MI and MRResearch Designs : Exploratory, Descriptive and CausalQuestionnaire Design: A customer centric approachDesigning Questionnaires for marketing research:1) Language : What language is the respondent going to understand and respond in?2) Difficulty level: avoid marketing jargons or difficult words unless the respondent is a post graduate3) Fatigue : stick to necessary questions. Dont ask unnecessary questions. Use the KISS principle . Maximum time should be around 20 minutes.4) Cooperation w

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