Planning the research project


After reading this chapter, you should be able to:

• understand how marketing research helps in allaying uncertainty

• appreciate the cost and value of marketing research

• appreciate the need to plan, schedule and control a marketing research project, probably with the aid of computer-based PERT in this process.



problem definition research control research limitations research plan research proposal research schedule uncertainty value of research

Plan of Chapter 2

^44^ Chapter 2 • Planning the research project

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