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The American Marketing Association defines the marketing research as
“Marketing research is the function which links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.”
Marketing research is one of the most widely researched fields in the world.
By the definition, marketing research may seem simple and easy to conduct, but that is not quite the case when you start compiling a research report.
Here are a few questions regarding the literature review that a marketing student normally enquires:
The general idea of the review in your dissertation or thesis is rather simple. It is a summary or an essay of all the publications or previous researches that have been conducted on your research topic. But if you are conducting a research study in marketing, then it does not mean that you will include all the studies that have ever been researched in the field of marketing because that would make the review too broad and generic and ultimately insignificant. You need to cover studies that are relevant to your field of research which will be selected by your own judgment and decision.
No, the main aspect of a literature review is not the summary of the researches but rather the personal opinion or analysis that you will give regarding each research. The reviewer of your dissertation would be more interested in reading your analysis on the previous studies rather than the summary that you have compiled as that will give him a fresh perspective towards your dissertation.
Studying past researches will give you an idea of the methodologies and methods used by the previous researchers in their studies. This way you will get a fair idea what method can work in your study and what will the presumed outcome be. In a way, the literature review links the past studies to your current one.
Very important! If the review is not supported by authentic sources then it fails to be significant that is the key ingredient for any research report.
Not more than a page. Try to summarize and analyze all the researches within that page.
Your marketing literature review is the basic foundation of your marketing research. Hence, if you are just starting your dissertation then this is all the information you will ever need for the composition of the literature review for your dissertation.
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