1. Why would a consumer who has just purchased an expensive high-definition television set attempt to influence the purchase behaviour of others?
2. A company that owns and operates health clubs across your home country is opening a health club in your town. The company has retained you as its marketing research consultant and has asked you to identify opinion leaders for its service. Which of the following identification methods would you recommend: the self-designating method, the sociometric method, the key informant method or the objective method? Explain your selection.
In your answer, be sure to discuss the advantages and disadvantages of the four techniques as they relate to the marketing situation just described.