Lahore School of Economics

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Marketing Research

Mr. Haroon Ahmed, CEO Access Retail Pakistan visited the Lahore School of Economics on Monday, November 07, 2016 to deliver a lecture on “Marketing Research” to the graduating MBA class.

Mr. Ahmed stated that marketing research provided insight for developing new businesses. The research helped to increase the probability of success by providing valuable insight at various stages of the new business development. It also helped with concept testing and product testing. In consumer segmentation it is used to determine the attitude of the consumers towards the product or service. In retail audits, marketing research was done by forecasting volumes.

Marketing research provided a 360 degree overview for running business and assists the business in continuous improvement. Mr. Haroon Ahmed differentiated between traditional and digital marketing research. Traditional marketing research involved qualitative focus groups, in-depth interviews, accompanied shops, ethnography, intercepts and face to face interviews, whereas, digital marketing research involved online surveys, online focus groups, online communities, bulletin boards and social media sites.


posted by S A J Shirazi @ 12/03/2016 01:47:00 PM,

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