You are a senior analyst in the marketing research department of a major chemical company. Your company has accidentally stumbled upon a chemical that, when combined with plastic, gives it near metallic properties. You have been asked to find out various uses for this chemical and also forecast its total market potential.
a. What information if any, that could be obtained from respondents would be useful for this research?
b. What techniques are applicable for obtaining each item of information?
c. Design a survey to obtain the information desired. Prepare all instructions, collection forms, and other materials required to obtain such information.
d. Estimate the cost of conducting the survey you have designed.