This is “Discussion Questions and Activities”, section 10.3 from the book Marketing Principles (v. 2.0).
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The chapter mentions using salespeople and channel partners as sources of information. Describe how you would go about this and if or why salesperson/channel partner input is important when trying to make the following decisions:
You sell manufacturing equipment for a Chinese company that imports the equipment into your country. You want to do a research project on potential brand names for a new product line, and have to choose among the following sampling ideas or projects. For each one, identify what type of study and sample you have, discuss the pros and cons, and then at the end, make a decision.
In this activity, you will conduct a survey using either Zoomerang.com or SurveyMonkey.com. Divide into groups of four people. Each group should do the following: