Chapter 1 Key Questions PDF

Preview

Summary

Key question...

Description

Chapter 1: Key Questions From Chapter 1 1.

Answer end-of-chapter review questions 7 and 8. Questions 7：What are syndicated services, and how do they help a firm conduct marketing research? Syndicated services are Companies that collect and sell common pools of data designed to serve the information needs of multiple clients. syndicated services collected data through surveys, purchase and media panels,

Questions 8：What is the main difference between a full-service and a limited-service supplier? Full-service suppliers are companies that offer the full range of marketing research activities. limitedservice supplier are companies that specialize in one or a few steps of the marketing research process. The difference between a limited-service provider and a full-service provider is that a limited-service provider focuses on one or more stages of the market research process while a full-service provider provides a full range of market research services.

2. What is the difference between problem solving research and problem identification research? Give examples. Problem identification research conducted to help identify problems that are not necessarily obvious or that may arise in the future. Problem solving research conducted to help solve a specific market problem. The sales volume of a company in a certain region is not good, so the company needs problem solving research to help solve the problem. If the company has a new product to launch, Problem Identification Research is needed to help find possible problems.

3.

Name a specific purpose for which each of the following may be able to use marketing research fruitfully: (a) The campus bookstore Campus bookstores can improve the turnover and the number of customers by analyzing the categories and quantities of books students need, the types of stationery and food they need through market research.

(b) The Washington Metro Area Transit Authority The Washington Metro Area Transit Authority conducts market research on the transportation needs, travel times, and service evaluation of the people in Washington to rationally arrange bus and subway trips and improve service to make travel more convenient for the people in Washington....