Seminar on Marketing Research: Nine C’s of Research

2023-10-07

Prof. Dr. Achyut Prasad Wagle, Registrar, Kathmandu University addressed various aspects of marketing research, highlighting "The Nine C’s":

1. Changing Dimensions of Research: Marketing research is no longer solely for profit-driven companies. Government and other entities are increasingly in need of market research for various purposes.
    
2. Culture of Research: Some companies have a culture of not sharing data and information, which can hinder effective research. Additionally, in certain regions like Nepal, there's a perception that investing in marketing research is a waste of money.
    
3. Confidence in Research: The speaker emphasizes the importance of trusting the research outcomes and how reliable they are.
    
4. Code Research: Ethical considerations are crucial in marketing research, especially when dealing with competitive companies. Developing a code of ethics is essential for sustainability.
    
5. Collaboration: Collaboration between academia and industries is essential, and trust plays a significant role in successful partnerships. Research should benefit more than just the researchers and companies.
    
6. Credibility of Research: Replicability and credibility enhance the value of research. The speaker cites an example of a researcher who accurately predicted economic trends.
    
7. Communication of Research: It's not enough to conduct research; the ability to effectively communicate the findings to stakeholders is equally important.
    
8. Challenges of Research: Understanding contemporary dynamics, especially in the age of AI, is crucial. Research should align with current market and social dynamics.
    
9. Consumer Preferences: The core of marketing research is understanding the changing preferences of consumers for products and services, which is vital for the welfare of both consumers and communities