Marketing Essentials

Section 1: The Marketing Research Process

After You Read Online Action

Reviewing Key Terms and Concepts

1. Answers include any four of the following: a business’s marketing information system, Internet resources. Government resources, specialized research companies, business publications, and trade organizations.
2. Answers will vary; two advantages might include that secondary data can be obtained easily and inexpensively. Two disadvantages might include that secondary data might not be suitable for the problem under study and can be out of date or otherwise inaccurate.
3. The survey method gathers information through surveys or questionnaires. The observation method collects data by observing people.

Integrating Academic Skills

4. Within one mile: 11,392; 14,240 X .80 = 11,392. Between one and two miles: 2,136; 14,240 X .15 = 2,136. Between two and five miles: 712; 14,240 X .05 = 712
5. Answers will vary; all reports should include the name of the company and an explanation of how customer information is collected and used.