marketing research for a large research firm

Barton Boomer, director of marketing research for a large research firm, has a bachelor’s degree in marketing from Michigan State University. He joined the firm…

Barton
Boomer, director of marketing research for a large research firm, has
a bachelor’s degree in marketing from Michigan 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. Barton has a wife and two children. He earns $60,000 a
year and owns a home in the suburbs. He is typical of a marketing
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.

CookMyProject
• “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.

Critique
this situation with respect to Barton’s job.What recommendations
would you have for him? Should the company get involved with the
research? Explain your answers.

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