Assignment:
PART 1 React to the following scenarios, typing your answers (either A or B) into your deliverable document:
Scenario 1: A marketer is trying to learn about current industry trends to generate ideas for future products. He has purchased several reports from industry organizations and has done some research on the internet. This is an example of:
A. Primary
B. Secondary
Scenario 2: A marketer is a arranging a series of discussions and interviews with opinion leaders to learn more about their views on the current range of product offerings. This is an example of:
A. Qualitative research
B. Quantitative research
Scenario 3: A marketer has commissioned a series of telephone surveys to discover which candidate each respondent is planning on voting for and why. This is an example of: A.Qualitative research
B.Quantitative research
Scenario 4: A marketer wants to gain more insight into the types of amenities that a new apartment complex might want to offer in order to compete effectively for possible renters. The marketer has arranged some focus groups to explore the issue. This is an example of:
A. Primary research
B. Secondary research
Scenario 5: A marketer is reviewing a series of research reports that were generated six months ago, 12 months ago and 18 months ago to determine the levels of brand awareness among a particular customers group. The marketer is considering commissioning a new study. This is an example of:
A. Primary research
B. Secondary research
PART 2 First, match the following marketing decisions to one of the research scenarios listed in Part 1:
1.The marketer knows that this information is valuable and could be sold.
2.The marketer is considering doing some testimonial advertising.
3.The marketer decides that if not much has changed s/he might not proceed with its original plans.
4.The marketer decides after reviewing the information, to share it with colleagues and then to hold a brainstorming meeting.
5.The marketer decides to do a survey to gain further insights.
Second, explain your pairings; why do you think the marketing decisions listed in Part 2 match the specific research scenario outlined in Part 1?