Marketing Management
Explain Marketing – Scales, Secondary Data and Demand
1. How do market researchers utilize scales to establish quantifiable measures of
subjective and abstract concepts? Discuss general types of scaling, such as uni-
dimensional and multidimensional scales, nominal and ordinal scales, or interval
and ratio scales and how they might be used to benefit your organization.
2. Under what circumstances would you choose to use secondary data in market
research? Explain your answer. How would you use secondary data to segment your
market? Would secondary market research add value to your company?
3. Bill Bennett has a background in computers. He is getting ready to open a
business specializing in selling and installing computer systems for small and
medium-sized businesses. Bill has hired a market research company to help him
develop a marketing strategy for his new business. They want to measure the demand
for Bill’s service, and suggest an attitudinal study of small businesses toward the
purchase of computer systems. Bill wants to know why he would care about attitudes
since he is only interested in their behaviors. If you were the market researcher
how would you address Bill’s concerns?
