Marketing Essentials

Chapter 28: Marketing Research

Figures Online Action

Figure 28.1

Location, Location, Location
You are the owner of a chain of video rental stores, which operates seventy stores throughout your state. As part of a new marketing plan, you wish to perform market research to determine new opportunities for existing stores, and locations that have good potential for new stores.

Activity
What are some of the most cost-effective ways you could perform this research? Which methods would you use? Prepare a brief presentation that answers these questions and explains your choice.

Figure 28.2

Expansion Research
Which of the four types of marketing research described in Figure 28.2 are most appropriate for your video rental store and its planned expansion? Why?

Activity
Write a short report that explains your answer to the question above.