Marketing Research leads to Consistency in Marketing

Case Study Questions
Nivea: Marketing Research leads to Consistency in Marketing
Q1: What is the management decision problem? Define an appropriate marketing research
problem based on the management decision problem and outline some research questions.
Provide brief explanation.
Q2: Nivea would like to undertake research to understand the preferences of American
consumers for skin care products. What type of research design should be adopted and why?
Q4: Discuss the role of qualitative research in understanding the preferences of American
consumers for skin care products. Which qualitative research techniques should be used and
why?
Q5: If Nivea were to conduct research in Singapore to understand the preferences of
consumers for skincare products? What method should be used and why?