Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 16

Visit the Epinions.com website ( www.epinions.com ), a clearinghouse for consumer reviews about different products and services. Think of a particular business with which you are familiar, and review the ratings and comments for that business. Discuss the extent to which this site might be useful to a marketer for that company who needs to gather market research about the company and its competitors. Identify the type of research this process involves-is it secondary or primary?