CHAPTER 13 FIELDWORK 415 3. Define an appropriate marketing research problem correspond- ing to the management...

 

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CHAPTER 13 FIELDWORK 415 3. Define an appropriate marketing research problem correspond- ing to the management decision problem you identified in question 2. 4. Intel would like to gain a better understanding of how busi- nesses select PC and network communications products. What type of research design should be adopted? 5. Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem you defined in question 3. 6. Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why? 7. If a survey is to be conducted to determine businesses' selection criteria for choosing PC and network communications products, which survey method should be used and why? 8. Design a questionnaire for determining businesses' selection criteria for choosing PC and network communications products. 9. Develop a suitable sampling plan for conducting the survey identified in question 7. 10. If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, describe the fieldwork process that should be used. CHAPTER 13 FIELDWORK 415 3. Define an appropriate marketing research problem correspond- ing to the management decision problem you identified in question 2. 4. Intel would like to gain a better understanding of how busi- nesses select PC and network communications products. What type of research design should be adopted? 5. Discuss the role of the Internet in obtaining secondary data relevant to the marketing research problem you defined in question 3. 6. Discuss the role of qualitative research in understanding how businesses select PC and network communications products. Which qualitative research techniques should be used and why? 7. If a survey is to be conducted to determine businesses' selection criteria for choosing PC and network communications products, which survey method should be used and why? 8. Design a questionnaire for determining businesses' selection criteria for choosing PC and network communications products. 9. Develop a suitable sampling plan for conducting the survey identified in question 7. 10. If Intel were to conduct mall-intercept interviews to determine consumer preferences for an ultra-light notebook that uses a newly designed chip, describe the fieldwork process that should be used.

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ANSWER 3 Intel would like to gain a better understanding of how businesses select PC and network communications products The company should adopt a research design that allows for both qualitative and ... View the full answer