Question: In this exercise you are presented with two short cases that involve marketing research. You are asked to identify and comment about the possible limitations

In this exercise you are presented with two short cases that involve marketing research. You are asked to identify and comment about the possible limitations of the research. The cases are accompanied by questions that will help to get your thinking started.

1. A marketing manager for a BMW dealership is trying to decide how many cars to order during the coming year to be sure to have enough on hand to meet demand. He decides that it would be useful to do a survey of customers to whom he has sold this brand in the last year. He wants to know how satisfied they are with their current car, and he wants to know how many want to buy another BMW from him in the coming year. He would also like to know if they could afford another expensive car so soon. He decides to have salesmen call the customers and ask the following questions:

(1) How do you feel about the car you bought from us? Are you very satisfied, or only moderately satisfied?

(2) Do you plan to buy another BMW from us during the coming year? Yes, you plan to buy; or no, you don't plan to buy.

(3) I have one final question, and your response will be strictly confidential and used only in statistical summaries with answers from other respondents. Would you please tell us your annual income? $_________________________________________________________

Do you think that customers will give a valid response to the last question? Why or why not?

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