Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 6

In each of the following situations, which of the general approaches to gathering marketing intelligence, the project approach or the systems approach, would be most applicable Why
a. The makers of Kool Aid sugar-free flavored drink mixes need information about sales trends in different regions of the United States.
b. The makers of Kool Aid sugar-free flavored drink-mixes need information about potential market demand for a new type of plastic container.
c. The manufacturer of Mercury-Marine outboard motors wants to determine the profit-ability of its different product lines.
d. A company wants to identify the amount of time spent on hold by consumers on a toll-free, customer-service assistance telephone line.
e. A company that has installed a new telephone system wants to determine the influence of time spent on hold on customer satisfaction.