1. (Chapter 5) You are opening a new retail store that will sell mobile devices, accessories, and wireless connections. You are now deciding the location.

1. What secondary data would you use (name one)? Explain.
2. Would the same data be relevant to someone opening a franchise for Dominos pizza outlet? Explain.

Read the following text and answer question 2.

(Chapter 6) The manager of a supermarket in Hoboken, New Jersey, has two local newspapers competing for weekly ads. The salesperson for newspaper A claims that although As rates are significantly higher than newspaper Bs, paper A has the best circulation in the market. Also, readership studies show that area residents really scrutinize the papers pages. The salesperson for newspaper B concedes that the publication does not have the widest circulation, but points to readership studies showing that its ads are equally effective. Why pay twice as much for an ad, when my paper can do as strong a job for less money? This problem has been unresolved for some time. The store manager would like your advice on how to use the stores sales data to compare the effectiveness of the two newspapers.

2. Briefly describe your plan of using sales data to determine which newspaper is more effective. You do NOT need to specify the research purpose, research question(s), and hypotheses. (Note that the effectiveness of advertisement running on newspaper is NOT determined by the sales of newspaper. Your first job is to determine sales data of what product is the right one to measure the effectiveness of advertisement. The next step is relating this to the newspaper.)

3. (Chapter 8) What are the possible disadvantages of focus group?

NOTE: we are using this textbook: Marketing Research, David A. Aaker, V. Kumar, Robert P. Leone, George S. Day, 13^th Edition, Wiley 2019