Jeff Gerst, who manages the Carmex social media properties, says, "For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource." One objective in the marketing research he undertook using Facebook involved

Multiple Choice

projecting the market size for the Carmex Moisture Plus line of premium lip balms for women.

assessing the market for its new hand cream product.

assessing the market for Carmex products outside the United States in countries where Facebook is active.

narrowing the number of flavors going into quantitative testing from three to two.