1. What types of tests can be performed using the data that may at least indirectly address the primary research question?
2. What do you think the primary conclusions of the white paper will be based on the data provided?
3. Assuming a small college town lacked an auto dealership (beyond Ford, GM, and Chrysler), what two companies should be most interested in this type of location? Use the Internet if necessary to perform some cursory research on different car companies.
4. What are the weaknesses in basing decisions on this type of research?
5. Are there key issues that may diminish the usefulness of this research?
6. What kinds of themes might emerge from the cartoon drawings?
7. Are there any ethical dilemmas presented in this case?

TABH Consulting specializes in research for automobile dealers in the United States, Canada, Mexico, and Europe. Although much of their work is done on a custom basis with customers such as dealerships and dealership networks selling all major makes of automobiles, they also produce a monthly “white paper” that is sold via their Web site. This off-the-shelf research is purchased by other research firms and by companies within the auto industry itself. This month, they would like to produce a white paper analyzing the viability of college students attending schools located in small college towns as a potentially underserved market segment.
TABH management assigns a junior analyst named Michel Gonzalez to the project. Lacking time for a more comprehensive study, Michel decides to contact the traffic department at Cal Poly University in Pomona, California, and at University of Central Missouri in Warrensburg, Missouri. Michel wishes to obtain data from the students’ automobile parking registration records. Although both schools are willing to provide anonymous data records for a limited number of students, Cal Poly offers Michel a chance to visit during the registration period, which just happens to be the following week. As a result, not only can Michel get data from students’ registration forms, but she can obtain a small amount of primary data by intercepting students near the registration window. In return, Michel is asked to purchase a booth at the Cal Poly career fair.