1. M ARKETING R ESEARCH Attitude, Market, Media, Product Restaurant Scenario

2. A TTITUDE R ESEARCH Marketing research designed to obtain information on how people feel about certain products, ideas, or companies Looking for preference or opinion Typically general in nature Gallup opinion polls

3. M ARKET R ESEARCH The systematic gathering, recording, analyzing, and presentation of information related to market composition Concerned with size, location, demographics Utilize existing sales data for sales forecasting

4. M EDIA R ESEARCH Marketing research that focuses on issues of media selection and frequency Measures effectiveness of advertisements Looks at volume of individuals receiving message Print (newspaper, magazine) Broadcast (radio, TV) Online

5. P RODUCT R ESEARCH Marketing research that centers on evaluating product design, package design, product usage, and consumer acceptance of new and existing products New brand ideas Test marketing – trial run Satisfaction surveys

6. A W EB SITE RECORDS THE NUMBER OF CLICKS ON A BANNER AD

7. T HE RESTAURANT OFFERS A NEW GRILLED CHICKEN SANDWICH

8. D ETERMINES THE NUMBER OF INDIVIDUALS WORKING WITHIN A ONE MILE RADIUS

9. S URVEY ASKS WHICH TYPE OF CUISINE THEY PREFER

10. I NTRODUCE A NEW MASCOT FOR THE RESTAURANT

11. L OOKING AT HOW MUCH PEOPLE ARE WILLING TO PAY FOR A MEAL

12. H OLDS A TRIAL RUN USING PLASTIC CUPS INSTEAD OF PAPER CUPS

13. I NQUIRES ABOUT THE NUMBER OF LISTENERS DURING THE 90 S AT NOON RADIO SHOW

14. C OMPARES THE DEMOGRAPHICS OF C HICAGO AND O MAHA TO CHOOSE LOCATION

15. O NE LOCATION USES TEAM WAITING INSTEAD OF INDIVIDUAL

16. A CONSUMER PANEL RATES THE EFFECTIVENESS OF A TV COMMERCIAL

17. E XAMINES RESTAURANT OPTIONS AT G ATEWAY COMPARED TO S OUTH P OINTE

18. N EWSPAPER HAS A SUBSCRIBER BASE OF 28,000 CUSTOMERS AND ADDITIONAL DAILY SALE AROUND 5,000

19. C AREFUL STUDY OF TRAFFIC VOLUME IN DIFFERENT AREAS OF THE CITY

20. G ALLUP POLL ASKS IF SLOW ECONOMY HAS EFFECTED RESTAURANT BUSINESS

21. C USTOMER COMMENT CARD INQUIRES ABOUT CLEANLINESS AND SERVICE

22. T HE RESTAURANT PREDICTS THAT 50 GROUPS PER EVENING WILL VISIT

23. D ETERMINE THE PERCENT OF A MERICANS WHO VALUE SERVICE OVER PRICE