Discuss how a marketing researcher could get into an ethically sensitive situation using ethnographic research.

How would you go about evaluating secondary data? why is evaluation important?

To which type of research design are focus groups best suited? Why do you say that?

What is the impact of research in terms of determining the need for marketing research?

what advantages does a company enjoy through maintaining its own internal marketing research department?

why are telephone surveys popular? Explain.

Identify at least three considerations that determine the format of a question and indicate how each one would affect the format.

Steps in the Questionnaire Development process

what is sampling? Explain Stratified Sampling.

What is Data Analysis? and Why it's important to use Excel sheet.

The six-step approach to data Analysis and Presentation

Describe similarities and differences between sample findings and population facts and between parameter and parameter estimation.

Case Study

Washington Suites

Montagne is small hypothetical community in northeastern Quebec, with a population of 20000. The average age is 35. Most people who live there are young families with two to four children. Income levels are average, with most people working in the local paper mill. the Montagne Community Center was a small facility typical of such centers built in the 1950s. It was one large recreation room attached to the arena.The arena was a simple ice rink. The children came to practice such activities as hockey, ringette, or figure skating while their parents cheered them on. Whenever there was a civic holiday, the centre was used as the home for the celebrations. The centre was a non-profit organization funded mainly buy the town of Montagne and by a subsidy from the Quebec government. The facility was small relative to today's standards, but the residents of Montagne could easily make do.

Not long ago, the Montagne Community Centre burned to the ground as a result of a tragic accident. Thankfully, no one was hurt in the fire. The centre's volunteer board learned that the insurance company would provide the replacement cost for the new centre.The board members felt that they had a real opportunity to build a new centre that was modern and had more specialized activity spaces such as a gym and a hockey rink.

Board member felt that if they could present a solid business case to the town, additional funds could be found for this new, bigger, more expensive centre. They could even subsidize the operating costs of the new centre by asking for user fees.

To build the business case for a larger, expanded facility, much information was needed. the board developed an RFP and published it in several quebec newspapers. Weeks later, they received 10 proposals from various marketing research companies. One company, Community Research Inc., provided a proposal that seemed to satisfy the board's needs.

Questions:

How was the board's problem stated?

What was the source of the problem? what process did the marketing researchers undertake to ensure accurate problem identification?

What were the research objectives? What research methods were proposed and why?