Smith Computers, Inc., a U.S.-based manufacturer of personal computers, has developed a microcomputer using the Pentium microchip technology, but at a fraction of the cost of its competitors. The company has an in-house marketing research department, and a study has been ordered to assist in developing the marketing program for this product.
a. Which type of research would be most appropriate for this study?
b. What are the possible errors that could be made in designing the research project?
c. Scott Peters, the head of the marketing research department, must prepare a research proposal. Suggest a content outline that will ensure that all likely questions will be addressed.
d. Peters has also been given the task of identifying foreign market opportunities for this product. What critical issues must be considered in formulating the research design?