6.1 Which of these two, a product audit (such as the Audits and Surveys National Market Audit) or a store audit (such as the Nielsen Retail Index), would be more suitable for the following products:

a. peanut butter;

b. batteries;

c.engine oil additives;

d. bread? Why?

7.1 John Smith has to make an unscheduled business trip this coming weekend to New York from his home town, San Francisco. He searched on the Internet for the lowest-price ticket and bought his ticket. He also needs to book a hotel for the weekend. Demonstrate the search process that John used to get his ticket, and point out how it might differ from the search process for hotels.

8.10 For each of the following scenarios, indicate whether qualitative or quantitative research is more appropriate. Also recommend a specific technique for each and justify your answer.

a. manufacturer of essential oils wants to know how often and for what purposes consumers use essential oils.

b. A political campaign manager wants to identify ways of increasing the amount of contributions from the population in a short span of time.

c. An amusement park is nearing the final stages of designing two new rides. It wants to measure the reactions of the public and the amount they are willing to pay for the new rides.

9.5 If you were a marketing research manager, would you permit the following if they were important to the usefulness of a study?

a. Telling the respondent the interview would take only two or three minutes when it usually took four minutes and a follow-up 10-minute interview was employed.

b. Telling the respondent the questionnaire would be anonymous but coding it so that the respondent could be identified (so that additional available information about the respondent's neighborhood could be used).

c. Secretly recording (or videotaping) a focus-group interview.

d. Saying the research was being conducted by a research firm instead of your own company.