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

Exercise 1

Several scenarios are presented below. In each case, there is a need for standardized mar-keting information. Recommend a 'service or services that could provide the required information. Explain your choice.
a. As part of its advertising-sales strategy, radio KZZD wants to stress the fact that its programming appeals to young adults between the ages of 19 and 25. The advertising salespeople need "numbers" to back up this claim.
b. Pulitzel Peanut Company has developed a unique sales promotion and television ad campaign for its 36-ounce container of Spanish peanuts. It needs to know the following in order to evaluate the campaign:.
1. Are people more likely to use a coupon when they've also seen the television ad
2. What is the median size of the households using a coupon
3. What is the proportion of new purchasers to past purchasers among the users of a coupon
c. EMM Advertising Agency assured one of its clients that despite the $200,000 cost of placing a half-page ad in one issue of a national magazine, the actual cost per reader of the ad would be less than two cents. EMM is preparing a report to the client and needs data to back its assurance.
d. Eco-Soft, Inc., is introducing a software package that will make long-range forecasts of contaminant buildup levels in plants that manufacture polyester fibers. It needs a current listing of potential customers, organized by plant sales volume, in order to prioritize its sales calls for the new package.
e. The advertising agency for a leading brand of disposable razors for men needs to choose which network television shows might be best for its ads.