Chapter 10 Video Case

Suppose that Dunkin' Donuts began to offer bakery sandwiches at eight of its locations, charging different prices at each one to investigate which pricing scheme would be the most profitable. What marketing research technique would this represent?

Experiment

When a firm like Dunkin' Donuts conducts marketing research, what should its first step be?

Identify research objectives

Suppose that three years after introducing its bakery sandwiches, Dunkin' Donuts decides to analyze its historical sales information to see which sandwiches varieties have been the most successful. What kind of data would such project use?

Internal secondary data

Suppose that Dunkin' Donuts solicited a group of customers to provide feedback on its products over time; for example, completing a survey every six months over a period of years. What marketing research technique would this represent?

Panel data

Dunkin' Donuts started by asking consumers questions about their wants and needs in sandwiches. If Dunkin' Donuts wanted responses to a specific set of structured questions from a large number of consumers, which of these data collection techniques would be the best choice?

Survey