Sai Kripa Wedding Planners’ Marketing Research: Fieldwork Issues
The caselet was used to introduce the participants/students to the concept of fieldwork in marketing research. The caselet gives scope to discuss the nature of fieldwork and fieldwork process in the context of Sai Kripa Wedding Planners’ marketing research. The caselet also gives scope to identify the major source of errors in the fieldwork.
Prerequisite Conceptual Understanding
The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Sampling:
- • Naresh K. Malhotra and Satyabhushan Dash, “Fieldwork”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the basics of fieldwork in marketing research
Case Positioning and Setting
This caselet can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to fieldwork and relevant issues in marketing research
I. What is fieldwork? Describe the nature of the fieldwork.
II. Describe the fieldwork process. According to you, was the complete fieldwork process followed by OneSource to carry out the survey for Sai Kripa Wedding Planners’ marketing research problem.
Preamble to this Case Analysis
This caselet is meant to introduce the students/participants to the nuances of fieldwork in marketing research context. This caselet provides scope to discuss the fieldwork process and the major sources of errors in the fieldwork. Caselet was used to provide the right perspectives on fieldwork concept outlined in the suggested chapter. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I]:...........................