As you introduce the concept of Marketing Research in Chapter 1 you may find this survey about fast food useful. It can be used to encourage students to think about research and apply the concepts introduced in Chapter 1.
- After reviewing the fast food survey, which function do you think the survey would serve – exploratory, descriptive, diagnostic, or predictive? Why?
- Would this be applied or basic research? Why?
- Look at Figure 1.6. In which category would you place this research? Why?
- Identify one brand or company that would be interested in the results of this research. Explain how the company might be able to use the results.