Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 17

Decisions about which market opportunities to pursue, what customer needs to satisfy, and how to reach potential customers are not made in a vacuum. The information provided by marketing research activities is essential in developing both the strategic plan and the specific marketing mix. Focus on the following issues as you relate the concepts in this chapter to the development of your marketing plan.
Using Table 5.4, choose the appropriate survey method(s) you would use to collect primary data for one of your information needs. What sampling method would you use?

The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.caaengagebrain.com.