Reflect on the following topics in your initial post. Use a heading for each idea and include citations for ideas from your text.

1. As a restaurant, what would be an example of data that could be captured internally? Assess the data’s relevance to the decision to expand internationally. Hint: see exhibit 3.2 on page 32 for a summary of potential ideas.

2. Compare the pros/cons of using an agency versus an in-house marketing team to assess the situation. Hint: see the section that starts  (Who Should Do the Research?)

3. Mr. Big requests a report by the end of the month. Even if you decide to take a little more time, consider the room for error, money, and time discussion. Assume you are Barton. Do you think primary research should be used or would you suggest a different approach?

4. Mr. Big’s final comment to Barton is to not worry about the fee; we’ll pay you “top” money for a ‘good’ report. How would you interpret the expectations for a “good” report?

Barton Boomer, director of marketing research for a large research firm, has a bachelor's degree in market- ing from Kansas State University. He joined the firm nine years ago after a one-year stint as a marketing research trainee at the corporate headquarters of a western packing corporation. Bar- ton has a wife and two children. He earns $70,000 a year and owns a home in the suburbs. He is typical of a marketing junior research analyst. He is asked to interview an executive with a local restaurant chain, Eats-R-Wee. Eats-R-Wee is expanding internationally. The logical two choices for expansion are either to expand first to other nations that have values similar to those in the market area of Eats- R-Wee or to expand to the nearest geographical neighbor. During the initial interviews, Mr. Big, Vice President of Operations for Eats- R-Wee, makes several points to Barton. "Barton, we are all set to move across the border to Ontario and begin our international expansion with our neighbor to the north, Canada. Can you provide some research that will support this position?" "Barton, we are in a hurry. We can't sit on our hands for weeks waiting to make this decision. We need a comprehensive research project completed by the end of the month." "We are interested in how our competitors will react. Have you ever done research for them?" "Don't worry about the fee; we'll pay you top money for a 'good' report." Marla Madam, Barton's Director of Marketing Research, encourages Barton to get back in touch with Mr. Big and tell him that the project will get underway right away. Question Critique this situation with respect to Barton's job. What recommenda- tions would you have for him? Should the company get involved with the research? Explain your answers. Photodisc Green/Getty Images