Fred Burton, the owner of a small tennis club in Wichita, Kansas, feels that a demand exists for indoor courts that presently is not being served. He is considering employing a marketing research company to conduct a study to ascertain whether a market exists for the indoor facilities.
a. What factors should Mr. Burton consider before ordering market research to be conducted?
b. What are the possible pitfalls that the marketing research company must avoid while conducting the study?
c. After obtaining the market research recommendations, Mr. Burton decides not to use the information generated by the market research study. What factors could have influenced his decision not to use the research information?