Chapter 10 - Marketing Research Marketing 5th
4 A sunglasses retailer is trying to determine if there is a significant market for its
merchandise in a specific mall location where it is considering opening a store. Would
it be most likely to use primary or secondary data, or a combination of the two, to
answer this question?
The sunglasses retailer would most likely use both primary and secondary data to
determine if there if a mall location is a viable location for the store. Secondary data is
5 A consumer package goods company (e.g., Pepsi) has just developed a new beverage.
The company needs to estimate the demand for such a new product. What sources of
syndicated data could it explore?
6 A bank manager notices that by the time customers get to the teller, they seem
irritated and impatient. She wants to investigate the problem further, so she hires you
to design a research project to figure out what is bothering the customers. The bank
wants two studies: (a) several focus groups of their customers and (b) an online
survey of 500 customers. Which study is exploratory, and which is conclusive?
7 Best Buy has an extensive loyalty program, Best Buy Reward Zone that allows it to
track its customers’ purchasing habits over time. How can Best Buy use this big data
to improve sales?
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