Qlt1 Task 1

1. Marketing research has become a very important part of small businesses and large corporations gaining information about their customers and how they feel about their products and services. According to Philip Kotler, "Marketing research is systematic problem analysis, model building and fact-finding for the purpose of improved decision-king and control in the marketing of goods and services (Kotler & Keller, 2012)”. The initial step in the marketing process is to identify the problem the company is having and then decide the way the marketing team would like to conduct the research. The marketing team will devise a plan on how to gather the information and set a budget for the research project. In the planning of how they will conduct the

research, the will decide what methods will work best for getting the most accurate information from their customers. Most companies want information directly from their customers, as opposed from some secondary source. Another step in the marketing research, is actually conducting the study that they decided would work best for the information that is needed. The pharmaceutical company is actually using this step in the scenario because they are observing the sales representatives and how they sell the drug to the different doctors and their office staff. The company will then use the information they gather to use as training tool for sales representatives. The scenario in this question chose to collect primary data through observation, in order to insure the best possible training for their sales staff. Observational research can sometimes be expensive to the corporation however, it can provide crucial information that is needed.