In this exercise, you are presented with two short cases that involve marketing research. You are asked to identify and comment on the possible limitations of the research. The cases are accompanied by questions that will help to get your thinking started. When you respond, please make sure that you focus on the specific research method being used and not research methods in general. 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: Exhibit: BMW Potential Survey 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? Please focus on the use of a mail survey as you answer the questions below. a) Is the proposed sample well-suited to the manager's problem? Why or why not? b) Is the researcher's concluding remark misleading? (Hint: Think about the response rate issue.) Why or why not? Please focus on both statements in the concluding remark when you answer this