Primary research
in the field to observe some 150 interactions between sales reps and physicians
and support staff.
They watched sales reps approach the doctors, how they got
around their gatekeepers, how they delivered their brands’ messages, and so
forth.
These observations led to improvements in training new reps.
In what category of research would this study fall?
Provide advantages
and disadvantages of this category of research. What would be the next step in
the marketing research process?
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