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

Exercise 3

The management of a national book club was convinced that the company's market segment consisted of individuals in the 25- to 35-year-old age group, while its major competitor's market segment seemed more widely distributed with respect to age. It attributed this difference to the type of magazines in which the competitor advertised. Management decided to do a study to determine the socioeconomic characteristics of its own market segment. Management formed a panel of 800 heads of households who had previously shown a strong interest in reading. Mail questionnaires would be sent to all the panel members. One month after receiving all the questionnaires, the company would again send similar questionnaires to all the panel members. In this situation, is the research design appropriate If yes, why If no, why not