In response to Bruce Wichland post...

Is this his road to recovery? Why is Tiger’s image suffering so much? Is it because he is in a different sport (as opposed to the NFL and NBA)? Do you agree that Tiger’s image should have been pulled off the market and do you agree that he should have lost his endorsements? Will he ever have the same appeal?

Tiger Woods speaking on his behalf about the incident on national television could be the beginning of the road to recovery for him. Since the incidents that occurred with Tiger Woods it was clear right away that it would hurt his image. The primary reason why I believe his image is suffering so much is because the companies Tiger represents are presenting him as a role model. For these marketers it would be hard to keep Tiger in their company and market him as a role model when he made unethical mistakes. These companies he represents probability believe it wouldn't be socially responsible to continue marketing him. I don't believe that him being a professional golfer, opposed to a professional basketball player, is the reason why his image is suffering so much. I believe for the time being Tiger Woods should be pulled off the market from what he did. For me personally, if I were marketing some kind of celebrity, they would have to only promote my product or service positively. If there were any negative issues coming along with this celebrity that could hurt the product i'm marketing, they would indeed be fired. I believe Tiger could eventually get the same appeal to the public that he once had. Everyone makes mistakes, his mistakes are just posted for the world to see because of his fame. With this short time period since the incident passed, I believe so many people already forgot about it. With that I come to the concusion that his reputation will be restored to what it once was. Do you believe that Tiger Woods' affair increased the profits for gossip programs such as "E!"?

Marketing Research

The marketing research process used to maintain control over company and collect the most accurate information possible. To go through the marketing research process there are a series of stops marketers should follow. According to Marketing Express the five steps include "(1) locating and defining issues on problems, (2) designing the search project, (3) collecting data, (4) interpreting research findings, (5) reporting research findings." (Pride,118). When a company is designing the research project, it is crucial for marketers to know all of the different types of research. The four types of research are exploratory research, conclusive research, descriptive research and experimental research. Exploratory research is when marketers require the need for more information about a problem to come up with a hypothesis. Conclusive research is used to verify their research through a procedure to help the marketers make decisions. Descriptive research is used to clarify specific phenomena to help solve the problem. Experimental research is used to help make relationships when figuring out a problem. All of these research practices for marketers are ideal to your firm. There are different types of ways marketers should figure out problems in the marketing industry. Lastly, marketers must know which information is reliable and valid. Most people don't believe there is a difference between the two but there is a clear line. If something is valid, your research method is measuring what it is supposed to measure. When something is reliable, it gives you the same information every time, whether it is accurate or not. (Pride, 121) If marketers didn't use The Marketing Research Process, do you believe it would take longer to figure out marketing problems?