MKTG1395 Marketing Research - Assessment 2: Case study analysis

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Assessment 2

Case 1: PanelPro

Focus
This case covers a broad range of issues in market research as well as illustrating B2B marketing research and marketing research from the entrepreneur’s perspective.

Case study question
Based on the facts presented in the case, what course of action would you recommend to Middleton in the decision he is facing (p. 7): Should he conduct further market research himself, use the consultant, or the student team?

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