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

Exercise 4

The Write-It Company was a manufacturer of writing instruments such as fountain pens, ballpoint pens, soft-tip pens, and mechanical pencils. Typically, these products were sold through small and large chains, drugstores, and grocery stores. The company had recently diversified into the manufacture of disposable cigarette lighters. The distribution of this product was to be restricted to drugstores and grocery stores because management believed that its target market of low- and middle-income people would use these outlets. Your expertise is required in order to decide on an appropriate research design to deter-mine if this would indeed be the case.
What research design would you recommend Justify your choice.