4 The format in which information is presented is often vital. (a) If you were a harried marketing manager and queried your information system, would you rather see the results in tables or charts and graphs? (b) What are one or two strengths and weaknesses of each format?

5 (a) Why might a marketing researcher prefer to use secondary data rather than primary data in a study? (b) Why might the reverse be true?

7 Look back at Figure 86A. (a) Run the percent-ages vertically and explain what they mean. (b) Express all numbers in the table as a percentage of the total number of people sampled (586) and explain what the percentages mean.

8 Which of the following variables would linear trend extrapolation be more accurate for? (a) An-nual population of the United States or (b) annual sales of cars produced in the United States by Ford. Why?

Figure 8-6A:

A. ABSOLUTE FREQUENCIES Total Age of Head of Household (Years) Under 25 25 to 44 45 or Older Total Once a Week or More 144 46 82 272 Frequency of Visiting Fast-Food Restaurants 2 to 3 Once a Times a Month Month or Less 52 19 58 29 69 87 179 135 215 133 238 586 B. ROW PERCENTAGES: RUN HORIZONTALLY Frequency of Visiting Fast-Food Restaurants 2 to 3 Once a Times a Once a Week or More Month Month or Less Total Age of Head of Household (Years) Under 25 25 to 44 45 or Older Total 67.0% 34.6% 34.5% 46.5% 24.2% 43.6% 29.0% 30.5% 8.8% 21.8% 36.5% 23.0% 100.0% 100.0% 100.0% 100.0%