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Introducing the Marketing Research Mix - a tool for Practitioners and Scholars.

Introducing the Marketing Research Mix - a tool for Practitioners and Scholars.

History shows that research was part of the famous Marketing Mix in its early days; but over time it has been removed. This is evident by examining how the Marketing Mix has evolved. In today’s world the research sector is substantial, and the author argues that it is time to give research more prominence in decision making. This article therefore introduces and describes the “Marketing Research Mix” (or the MR Mix), a concept developed by the author in 2004. This new “Mix” replaces the stages of research and can help us to approach the complex area of planning research. The MR Mix has been used in teaching students on Marketing Research modules. All of these students had a basic appreciation of marketing, so instantly recognised the similarity with the Marketing Mix and without exception... Show More
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