1. What is the central role of market research? 2. What are the key stages of the research process? 3. Define qualitative and quantitative data. 4. Is it possible to make sound marketing decisions without market research? What advantages over ‘gut-feel’ decision-making does research offer decision makers? 5. Outline a research design using observational research for the following situations: a. The Department of Transport wishes to know the level of seatbelt use in cars. b. McDonald’s wish to know demand for drive-through versus eat-in versus take-out services for one of their metro stores.

1. What is the central role of market research? 2. What are the key stages of the research process? 3. Define qualitative and quantitative data. 4. Is it possible to make sound marketing decisions without market research? What advantages over ‘gut-feel’ decision-making does research offer decision makers? 5. Outline a research design using observational research for the following situations: a. The Department of Transport wishes to know the level of seatbelt use in cars. b. McDonald’s wish to know demand for drive-through versus eat-in versus take-out services for one of their metro stores.

Contemporary Marketing

18th Edition

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Louis E. Boone, David L. Kurtz

Chapter10: Marketing Research

Section10.6: Classifying Data As Primary Or Secondary

Problem 1LO

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