Market Research

1. Discuss the role that marketing research can play in helping P&G build its various brands.

2. P&G is considering further increasing its market share. Define the management-decision problem. 3. Define an appropriate marketing research problem based on the management-decision problem you have identified.

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Target and Walmart are two of the major department stores. Develop a series of paired comparison scales comparing these two stores on store image characteristics. Identify the relevant store image characteristics by visiting the Web sites of these two stores (www.target.com, www.walmart.com).

1. Surf the Internet—including social media—to find two examples of each of the four primary types of scales. Write a report describing the context in which these scales are being used.

2. Search the Internet to identify the top five selling automobile brands during the last calendar year.

Rank-order these brands according to sales.

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