The research that Joe Bert's Car Wash will need to conduct could be termed as applied marketing research which is conducted to better understand the market (Proctor, 2005). The different alternatives from which the organization may make its final choice include secondary data and/or primary data. In terms of primary data the organization may select from survey research in the form of questionnaire, interviews, observations, or some combination of these (Malhotra & Briks, 2007). On the other hand, the organization may use the published data available from different sources termed as secondary data (Bradley, 2010). However, while conducting the research study the business organization should takes into consideration the time and resources and the level of generalization and reliability of the research study. Perhaps, a better solution for the organization under review could be limited questionnaire in which the different dilemmas confronted the business organization could be thoroughly evaluated and combined with secondary data may resolve the dilemma of the business organization (Hair, Bush, & Ortinau, 2005). By analyzing the results the final choice of different marketing mixes could be effectively made by Joe Bert's Car Wash.
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