Case 2,3 America
Enviado por joseccuell • 15 de Agosto de 2014 • 323 Palabras (2 Páginas) • 252 Visitas
arketing Research: An Applied Orientation
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“This could be more of a challenge than we previously
thought,” Melissa Marcello told her business associate, Julie
Litzenberger. After nodding in agreement, Litzenberger put
down her cup of coffee at the Vienna, Virginia, Starbucks
coffee shop near her firm’s headquarters.
Both Marcello and Litzenberger were far along their
career paths as researchers in the winter of 2008 when
they met at Starbucks, Marcello was CEO of research
agency Pursuant, Inc. (www.pursuantresearch.com), and
Litzenberger led the public relations division at marketing
communications agency Sage Communications (www.
sagecommunications.com). Both were based in the
Washington, D.C., area,
Litzenberger took the last bite of her cinnamon scone
before sipping her latte. She nodded again to Marcello across
the table for two before answering. “Research studies that are
the most successful in moving the needle are the studies
where the research firm uses scientific and credible methods,
poses the light questions, and provides the client company
with the insights needed to sufficiently reduce risk in decision
making,” Litzenberger said. “In short, improving decision
making is what effective marketing research is about.”
Over the years, Marcello and Litzenberger had witnessed
prospective client companies voicing resistance to pursuing
marketing research. Skeptics of professional marketing
research sometimes would say that they “already knew
enough about customers to make decisions.” Other
...