Assignment

1. What is the difference between primary and secondary data, and give an example of each?

2. What are the four different targeting strategies described in the book, and give an example of a company that follows each of the four strategies (you cannot choose an example mentioned in the book or in class)

3. Describe the five elements of segment attractiveness. Which one do you believe is the most important, and why?

4. You and your friend Karen O. are having lunch together at Skyline Chili. She is lamenting the fact that she recently broke up with her longtime band.

She also mentions that she recently started a new band called "The Iguana Tongue" which has not been very successful. In fact, her last show played in front of only 3 people, and two of those people were her mother and father! Karen is depressed and is thinking about quitting music altogether.

However, as a marketing student in this class you know a few things about market research. You say that there are different marketing research techniques that will help her figure out why her band has not been very successful?

Which market research data collection technique (Experiments, scanner, In-depth Interviews, etc.) would you use to help Karen with her problem? How you would you implement this technique?