This is “Discussion Questions and Activities”, section 10.3 from the book Marketing Principles (v. 1.0). For details on it (including licensing), click here.

For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. You may also download a PDF copy of this book (14 MB) or just this chapter (832 KB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline).

Has this book helped you? Consider passing it on:
Creative Commons supports free culture from music to education. Their licenses helped make this book available to you. helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.

10.3 Discussion Questions and Activities

Discussion Questions

  1. Are small business owners at a disadvantage if they lack the marketing research resources large companies have? Why or why not?
  2. Online marketing research seems to be the wave of the future. What drawbacks do you see associated with online research? What are the privacy issues?
  3. Why do you think so many marketing research companies are conglomerating—that is, merging with or acquiring one another? Is it solely to conduct global marketing research?


  1. In this activity, you will conduct a survey using either or Divide into groups of four people. Each group should do the following:

    1. Choose a food-service establishment on or near your campus. Then create a ten-question survey designed to gauge how satisfied customers are with the establishment’s food and service.
    2. Decide how you will deliver the questionnaire you’ve created. Choose a sampling frame, or list of people from which you will draw your sample.
    3. Administer the survey. After you have collected the results, analyze them and write a research report with the sections outlined in the chapter.
    4. Contact the owner or manager of the establishment, and present him or her with the findings. If your research is helpful to the manager, who knows? It might earn you a free meal or at least some money-off coupons.
  2. Would you like to own an all-electric car? Do you think there is a viable market for such a product? Team up into small groups of three or four people. As a team, use secondary data to research the viability of selling electric cars profitably. Utilize some of the sources mentioned in the chapter. Try to determine the population of electric-car buyers. Lastly, write a research report based on your findings. Each group should present its findings to the class. Do the findings differ from group to group? If so, why?