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

Exercise 10

Schedule an interview with the marketing research director of a firm near your home or where you go to school. In the interview, try to develop an exhaustive list of the general types of studies the firm conducts and for what purposes. Pick two of the studies and secure as much detail as you can on their specifics, such as the type and size of the sample, the data collection instruments used, what is done with the data after they are collected, and so on. Report on what you find, organizing that report according to the firm's program and project strategies for research.