Topics: Marketing research, Market research, Focus group Pages: 2 (578 words) Published: November 30, 2010
Tania Ghawi

Puerto Vallarta Autos
Marketing Research (30pts)

Research the 5 main types of marketing research and determine the best method for the below scenario. 5 Types of Market Research *Your answer should be concise and professionally written.
*Minimum of 1 page typed and double spaced.
*Type your answer as an extension to THIS file.
Due: Wednesday November 10
1. Surveys
2. Focus Groups
3. Personal Interviews
4. Observations
5. Field Trials
Puerto Vallarta Autos has been in business since 1967. It has always been a successful, professional organization. Since the locality has an economy based mainly upon agriculture, their traditional customer has been the aspiring Mexican consumer, usually business or professional people. Recently they have noticed that their local market has changed considerably. Puerto Vallarta has become a center for tourism and recreation for Mexicans from Guadalajara and Mexico City, as well as North Americans and Europeans. There are many beach clubs, hotels, apartments, and holiday condos.

Doreteo Dominguez, the sales manager at Puerto Vallarta Autos, feels that the company may have a problem. They do not know who their customer is and hence cannot target advertise. You are the Account Representative for Punta Mita Marketing Research Associates. Advise Doreteo Dominguez on an appropriate method of marketing research, and describe any advantages and disadvantages of such a method.

Survey: with concise and straightforward questionnaires, you can analyze a sample group that represents your target market. The larger the sample, the more reliable your results will be. * In-person surveys are one-on-one interviews typically conducted in high-traffic locations such as shopping malls. They allow you to present people with samples of products, packaging, or advertising and gather immediate feedback. In-person surveys can generate response rates of more than 90 percent, but...
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