Pragmatic marketing inquiry is a simple process that follows the scientific method. It's about as old as Aristotle.
It's mostly useful for providing structure in situations that are inherently difficult to structure. Marketing strategies can be difficult to structure. This approach is meant to force marketers to define, research, compare, test, and revise their hypotheses.
Whether or not you agree with me that marketing strategy is the core of any sustainable business plan, you will probably agree that it's good to encourage marketers to test their theories.
Comments (2)
Anonymous said
at 10:13 pm on Mar 8, 2006
I'm not really sure what you mean by pragmatic inquiry. Does this mean focus groups? Surveys?
Anonymous said
at 12:28 am on Mar 9, 2006
Pragmatic inquiry is an approach to marketing strategy that's inspired by the work of Philip Kotler. It can involve focus groups, surveys, or other types of primary data collection. It's not limited to data collection. It's a methodology that takes you through iterative cycles of hypothesis, testing, analysis, and around again.
Pragmatic in this case refers to the effort to isolate some of the unknowns en route to effective decision making. Inquiry refers to a process of thought, reflection, research, discussion, analysis, and then more thought (or more discussion... it's not a linear thing).
Does that help?
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