Questions

1. eGO would like to increase its U.S. sales. Define the management decision problem.
2. Define the marketing research problem corresponding to themanagement decision problem you identified.
3. What type of research design do you think the companyadopted in conducting marketing research to determine consumer preferences for eGO vehicles?
4. Can eGO make use of a panel? If so, what type of a panel andfor what purpose?
5. How would you use the Internet to determine men's preferences for electric vehicles?
6. What sources of syndicated data would be useful to eGO inprojecting future demand for its vehicles?
7. Are focus groups or depth interviews better for determiningthe factors that underlie consumer preferences for eGO?
8. If a survey is to be conducted to determine consumer preferences for eGO, which survey method should be used and why?
9. Illustrate the use of nominal, ordinal, interval, and ratioscales for measuring consumer preferences for eGO.
10. Illustrate the use of Likert, semantic differential, and Stapelscales for measuring consumer preferences for eGO.