Contents
This report answers the following questions on the case study – - 1. In your own words, clearly describe the management decision problem (MDP). Provide a brief rationale for this MDP.
- 2. Design a marketing research problem (MRP) statement/question, which addresses the MDP. Provide a brief rationale for this MRP.
- 3. List two to three research objectives that address the MRP.
- 4. Discuss the appropriateness of the Repertory Test (also known as Repertory Grid Analysis and Kelly’s Triads) for addressing any one of your objectives. Briefly outline how the technique could be implemented to address the objective.
- 5. For one of the research objectives provided, describe in your own words how the application of another exploratory research technique (other than Repertory Grid) could be useful in the project’s research design. Briefly describe how you would collect this exploratory data.
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