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Discussion Questions and Activities
- Are small business owners at a disadvantage if they lack the marketing research resources large companies have? Why or why not?
- Online marketing research seems to be the wave of the future. What drawbacks do you see associated with online research? What are the privacy issues?
- Why do you think so many marketing research companies are conglomerating—that is, merging with or acquiring one another? Is it solely to conduct global marketing research?
- In this activity, you will conduct a survey using either Zoomerang.com or SurveyMonkey.com. Divide into groups of four people. Each group should do the following:
- Choose a food-service establishment on or near your campus. Then create a ten-question survey designed to gauge how satisfied customers are with the establishment’s food and service.
- Decide how you will deliver the questionnaire you’ve created. Choose a sampling frame, or list of people from which you will draw your sample.
- Administer the survey. After you have collected the results, analyze them and write a research report with the sections outlined in the chapter.
- Contact the owner or manager of the establishment, and present him or her with the findings. If your research is helpful to the manager, who knows? It might earn you a free meal or at
least some money-off coupons.
- Would you like to own an all-electric car? Do you think there is a viable market for such a product? Team up into small groups of three or four people. As a team, use secondary data to
research the viability of selling electric cars profitably. Utilize some of the sources mentioned in the chapter. Try to determine the population of electric-car buyers. Lastly, write a
research report based on your findings. Each group should present its findings to the class. Do the findings differ from group to group? If so, why?