Marketing Management

1. In gaining an understanding of the consumer decision- making process for personal computer purchases, would focus groups or depth interviews be more useful? Explain.

2. Develop a focus-group discussion guide for understanding the consumer decision-making process for personal computer purchases.

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1. What would be the most appropriate survey method for a project in which control of field force and cost are critical factors?

2. How would you use a Facebook account to conduct a survey? When might such a survey be appropriate?

3. Name the types of mechanical observation, and explain how they work.

4. What are the relative advantages and disadvantages of observation?

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