126.The CEO of a bank in Montana approaches the marketing director, explaining that the bank is considering expanding into Wyoming. The CEO asks the marketing director to design a research project to collect data to answer the question, “What percentage of Wyoming residents have an income greater than $100,000?” What is the problem with this research objective?
127.The text lists a number of major syndicated data services including ACNielsen and J. D. Power and Associates. Obviously, these firms provide value to marketers or they would go out of business. What advantages do syndicated data services provide relative to marketers conducting primary research to address their research needs? What are the disadvantages associated with using syndicated data services?
128.What kinds of internal information might be of value to a marketing researcher?
129.With a huge influx of Hispanic consumers into his marketplace, Bill Deal, owner of Columbia Ford Motor Dealership, wants to know if Hispanic consumers make car purchase decisions differently from his other customers. Assuming that the information does not already exist, which primary data collection method would you recommend and why?
130.What are some of the problems with using secondary data?
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