The following are scenarios of types of research a company elected to conduct. If you were hired on as a consultant for the company, what would you point out as the pros and cons of using the selected method of market research? What other tools, if any, would you use for each scenario?
1) A local supermarket is interested in understanding what their image is in a particular market. Cashiers drop a short questionnaire into the grocery bag of each customer who makes a purchase.
2) To assess the interest level for new horror movies staring alien robots, a major studio asks people to call a 900 number and vote yes if they would like to see the movies and vote no if they would not like to see the movies. Each caller is billed $2 long distance charge.