5. Why do the authors assert that research for segmenting markets and research for designing offerings aimed at target markets should be kept distinct, instead of run in the same research study?

6. In what kinds of markets would you want to use quantitative research similar to that often used in consumer research?

7. Why is it more difficult to do competitive analysis in todays market than it was a decade or so ago? Explain in terms of the six forces of competition.

8. From a general viewpoint, what are you trying to determine about competitors when doing competitive analysis?