Discussion questions:
1). Explain the key characteristics of the scientific method and show why these are important to managers concerned with reached.
2). A marketing manager is considering opportunities to export her firm's current consumer products to several different countries. She is interested in getting secondary data will help her narrow down choices to countries that offer the best potential. The manager then plans to do more detailed primary research with consumers in those markets. @What suggestions would you give her about how to proceed?
3). Distinguish between qualitative and quantitative approaches to research - and give some of the key advantages and limitations of each approach.