While Kotler’s foundational principles remain static, the application has shifted. A modern presentation must address how the "Internet of Things" (IoT) and social media have altered the research landscape.
: Deciding who to survey (sampling unit), how many (sample size), and how to choose them (sampling procedure). marketing research philip kotler ppt
Describing certain magnitudes, such as how many people would pay a specific price for a product. While Kotler’s foundational principles remain static
Gathering preliminary data to shed light on the real nature of the problem. how many (sample size)