Question 6

Why is it important to minimize total error rather than any particular source of error? What potential sources of error are of most concern to you, and why?

Question 7

What are the relative advantages of purchase and media panels over surveys? Describe a circumstance when you would use a purchase panel, and explain why it is a good choice in that situation.

Question 8

Visit www.census.gov/compendia/statab/rankings.html or www.census.gov and use State Rankings and Vital Statistics to identify the top six states for marketing products to the elderly. Report your results and the research process you used. How reliable do you think this data is?

Reference

Malhotra, N. K. (2010). Marketing research: An applied orientation (6^th ed.). Upper Saddle River, NJ: Prentice Hall.

Chapters 3 & 4 for these questions