ANSWERS TO APPLICATION QUESTIONS
34. Go to the Internet and do a search for marketing research firms. Look through their
Web pages. Can you identify examples of what they are presenting to you as relating
to steps in the research process?
This exercise’s outcome will vary greatly from student to student as it is idiosyncratic
for each company. The task is for students to identify what step, or steps in the
process are in the company’s services. Most students will find data collection
35. Go to your library’s online database or the Internet and look for examples of firms
conducting a marketing research study. There are many examples reported in
periodicals such as Advertising Age, Marketing News, Business Week, and Forbes.
Typically, these articles will mention a few details of the research project itself.
Identify as many of the steps in the marketing research process as possible that are
referred to in the articles you find.
Again, this exercise will vary by student as each example will be unique. Typically,
periodicals such as the ones listed above report the findings and conclusions of
36. Observe any business in your community. Examine what it does, what products or
services it provides, its pricing policy, its promotions, or any other aspect of its
business. Try to determine whether you, as manager of the business, would have
conducted research to determine the firm’s products, their design, features, prices,
promotion, and so on. If you decide that you would not have conducted marketing
research on a given area, explain why.
With this exercise, students typically select a business they patronize meaning that
they have first-hand knowledge of its products or services. They may believe that
they would not need research for this reason. However, when forced to think about
37. Think of what you may imagine as being an opportunity in the marketplace. Explain
how Figure 3.2 would help you in conducting or not conducting marketing research.
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