Market and Market Research Exercise #2

Having just talked to the management team about why marketing is important, you now want to conduct some secondary research into the computer industry and primary research into consumers’ needs, views and wants.

Exercise:

Using the internet find some secondary information on the computer industry within your country or a country of your choice. See if you can find two pieces of information:

1. Market share of computer manufacturers within your country. 2. The value of the computer industry within your country.

A) Having found this information, list why you think it is important for MJA, Inc. to have both sets of data?

Primary Research

Your company needs to find out more about the potential of computer users.

B) What primary research methods are appropriate to find out about the needs of computer users. What are the advantages and disadvantages of each?

C) Why is it important for MJA, Inc. to conduct both primary & secondary research?