Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 8

Think of the following situations. What component of the marketing information system would a manager use to find the necessary information?
a. Amanager of an electric utilities firm hears a friend at lunch talk about a new breakthrough in solar panel technology she read about in a science publication.
b. A manager wants to know how many units of each of three of the company's products were sold during each month for the past three years.
c. A manager wants to estimate the contribution to company ROI (return on investment) earned by ten different products in the company product line.
d. A manager is considering producing a totally new type of health food. But first, he would like to know if consumers are likely to purchase the new food, at which meal they would most likely eat the food, and how they would prefer the food to be packaged.