1. Yummy Tacos, Inc., is a chain of restaurants featuring authentic Mexican cuisine in seven states. The company is looking into opening restaurants in additional markets and also wants to expand and to improve its menu. Which of the following is an example of secondary data the restaurant owners might find useful?
Information published by the U.S. Bureau of the Census that identifies which regions of the United States are experiencing the most rapid growth in Mexican-American population.
Telephone survey by the marketing department of Yummy Tacos asking for opinions about the quality of the food at the restaurants.
Focus group of college students who like Mexican food who are asked about their reactions to new food dishes the restaurant may offer.
E-mail responses the chain receives to a series of customer satisfaction questions posted on its website.
2. High Quality H2O has developed a water purification device that is very different and more innovative when compared to any product currently on the market. Although consumer response was positive to the idea of the new product, the company wants to find out more before committing to full-scale production. The next step High Quality H2O's marketing department is likely to take is to:
locate a low-cost production site.
seek a joint venture with a larger company.
test market the product with potential users.
develop an advertising campaign to convince customers of the value of the new system.