Page 144 - Foundations of Marketing

Marketing Research and Information Systems | Chapter 4 111

that you think might benefit from a research project. survey of the target market. After conducting some
Develop a research question and outline a method to research, you determine that the best survey method that
approach this question. Explain why you think the fits your firm’s budget is a mail survey. You know from
research question is relevant to the organization and why past experience that the response rate for mail surveys
the particular methodology is suited to the question and is approximately 10 percent. Your manager tells you
the company. that he wants at least 550 completed surveys in order to
4. Input for marketing information systems can come from make an informed decision. You also know that approxi-
internal or external sources. Nielsen Corporation is the mately 14 percent of respondents who mail surveys back
largest provider of single-source marketing research to you fail to answer certain questions. Given the low
in the world. Identify two firms in your city that might response rate and the rate of unfinished surveys, how
benefit from internal sources and two that might benefit large will the sample size need to be to comply with
from external sources. Explain why these sources would your manager’s request? With this estimated response
be useful to these companies. Suggest the type of infor- rate and the number of surveys that the company plans
mation each company should gather. to distribute, do you feel that this sample will be repre-
5. You work as a marketing researcher for a manufacturer sentative of the entire population of college and univer-
of energy drinks. Your company is designing a new sity students?
product that will be targeted at college and university 6. Develop your analytical and communication skills using
students. In order to learn more about energy drink the Role-Play Exercises online at
consumption habits, the company plans to conduct a www.cengagebrain.com.

Internet Exercise

ESOMAR

ESOMAR, the European Society for Opinion and 2. How can ESOMAR help marketers to protect the
Marketing Research, was founded in 1948. It is a non- privacy of research subjects when conducting mar-
profit association for marketing research professionals. keting research in other countries?
ESOMAR promotes the use of opinion and marketing 3. ESOMAR introduced the first professional code
research to improve marketing decisions in companies of conduct for marketing research professionals
worldwide and works to protect personal privacy in in 1948. The association continues to update the
the research process. Visit the association’s website at document to address new technology and other
www.esomar.org . changes in the marketing environment. According to
ESOMAR’s code, what are the specific professional
1. How can ESOMAR help marketing professionals
responsibilities of marketing researchers?
conduct research to guide marketing strategy?

Decisions about which market opportunities to pursue, 1. Define the nature and scope of the questions you must
what customer needs to satisfy, and how to reach poten- answer with regard to your market. Identify the types of
tial customers are not made in a vacuum. The informa- information you will need about the market to answer
tion provided by marketing research activities is essential those questions. For example, do you need to know
in developing both the strategic plan and the specific about the buying habits, household income levels, or
marketing mix. Focus on the following issues as you attitudes of potential customers?
relate the concepts in this chapter to the development of 2. Determine whether or not this information can be
your marketing plan. obtained from secondary sources. Visit the websites

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