Abstract

The caselet highlights the emphasis on marketing research at Procter & Gamble (P&G). It examines the evolution and growth of marketing research efforts of the company. The caselet focuses on the increased use of internet by P&G for its marketing research initiatives. Finally, it explains the advantages and disadvantages associated with the online marketing research initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of marketing research for FMCG companies
• Qualitative research Vs Quantitative research
• Use of technology in marketing research
• and Efficacy of online marketing research initiatives.

Keywords

P&G, Fortune, World's Most Admired Companies, Consumer Needs, Market Research, Qualitative Research Tools, Focus Groups, In-House Visits, In-Context Visits, In-Store Interviews, Quantitative Research Tools, Blind Tests, Concept Tests, Internet, Online Concept Tests, Crest White Strips, Purchasing Trends, Promotion Campaign, Consumer Panels, Online Surveys, Marketing Plans, Market Research Initiatives