Part 1: Can Anyone Be a Market Researcher?

Investigate the possibility of anyone being able to become a market researcher, and examine the traits that are typically associated with a market researcher. You will explore market research and how it can be conducted using online tools. With the widespread availability of online tools, almost anyone can conduct market research, regardless of their industry or budget.

Instructions:

1. Read Case 1.2 in the textbook.
2. Familiarize yourself with SurveyMonkey by visiting the website.
3. Respond to the following prompts in your assignment:
   1. What traits are typically associated with a market researcher? (One paragraph)
   2. Can anyone become a market researcher by utilizing the tools and resources provided by SurveyMonkey? (One paragraph)
   3. Are there any concerns the market research industry should have regarding SurveyMonkey? If so, please explain. (One paragraph)
   4. Conclusion (One paragraph)

Part 2: Data.gov

In the age of technology and information, data has become one of the most valuable resources. Companies and governments collect vast amounts of data about individuals, families, and communities; however, the reliability and validity of this data are often questioned. Additionally, the distinction between big data and little data has become increasingly important in data analysis. In this assignment, you will explore the free data sets available on Data.gov and examine the validity and reliability of the data. You will also discuss the differences between big data and little data and how companies use big data to enhance their marketing efficiency. Finally, delve into the marketing research process and how marketing managers use it to make informed decisions and gain valuable insights.

Instructions:

1. Visit Data.gov.
2. Explore the free data sets provided by US government agencies, which are legally available under the US Open Data Policy. On Data.gov, explore the "Data" and "Topics" tabs, or use the search bar on the landing page to get started with specific types of data.
   1. Enter "family" in the search box and observe the numerous "family" related datasets available. This is just a small sample of the extensive range of data sets offered.
   2. Experiment by typing other terms to familiarize yourself further with the site and its offerings.
   3. Explore the other pages of the website.
3. Next, address the following questions:
   1. What is the validity and reliability of the data? How did you come to this conclusion?
   2. Can it be classified as big data or little data? Support your position.
   3. What is your perspective on having access to this information?
   4. You now understand that this data is being collected about you. Does it alter your viewpoint on data collection by the government or corporations?
4. Conduct a web search for "big data analytics."
   1. Identify three companies that use big data to enhance their marketing efficiency.
   2. Discuss the marketing research process.
5. How do marketing managers use marketing research to make decisions and insights?