Unit 1 Case Study

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American Idol: A Big Hit for Marketing Research?

Unit 1 – Case Study – American Idol: A Big Hit for Marketing Research?
Comprehensive Critical Thinking
Kinjal Mistry
California Intercontinental University
Dated: 10th July15

Author Note
Kinjal R Mistry, California Intercontinental University
Correspondence concerning this article should be addressed to
Kinjal R Mistry, 1913 Key St, Maumee OH-43537
Contact Email – kinjalm17@gmail.com
Contact Phone – 631-394-7810

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American Idol: A Big Hit for Marketing Research?
Abstract
American Idol has become one of the largest multimedia franchises in history, with an estimated worth, according to Forbes Magazine, of well into the billions of dollars. They have made a science out of
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This paper seeks to examine different perspectives about marketing research.

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American Idol: A Big Hit for Marketing Research?
Management decision problem confronting Melissa Marcello and Julie Litzenberger and a corresponding marketing research problem and the linkages between the two.
From the case study, it is evident that Marcello and Litzenberger face a critical management decision problem. Their respective firms encounter challenges while trying to convince clients about the role of marketing research (Malhotra, p. 781). Most clients are assertive that their firms are productive even without marketing research. In essence, prospective clients perceive professional marketing as a platform for unnecessary expenditures. Other skeptics were assertive that they had sufficient information about consumer trends for their brands. Such misconceptions had negative implications on the performance of Marcello’s and
Litzenberger’s firms. Apart from management decision, a marketing research problem faces the two executives. This challenge pertains to the survey techniques used in marketing research. Some skeptics argue against the validity of methods used in professional marketing research. For instance, it is difficult to convince prospective clients about the reliability of the samples used in professional marketing (Malhotra, p. 780).
Additionally, the issue of information privacy is another perspective that

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