MARKETING RESEARCH
INTRODUCTION TO MARKETING
Full Name: __________________________
Full Name: __________________________
Full Name: __________________________
Full Name: __________________________
Marketing Research for a New Product
LOGiiX recently launched their Piston Power Slim 360 product with great results. This
“ultra-slim and attractive on-the-go portable battery” can charge most smartphones up
to three times before needing to be re-charged itself. Before launching their new
product, LOGiiX likely conducted marketing research to understand:
Who are the potential buyers? What are their needs and wants?
1) List two secondary research data sources LOGiiX could have used. Briefly explain why/how each source
would help them answer one or both of their questions.
a)
b)
2) List two primary research data collection techniques LOGiiX could have used. Briefly explain why/how
each technique would help them answer one or both of their questions.
a)
b)
3) For one of the four marketing research strategies you listed above, briefly describe an ethical issue that
could arise at some step in the process (e.g., when designing the research or when collecting, analyzing,
interpreting, or storing the data). Then briefly describe a strategy to avoid, mitigate, or manage the ethical
issue you identified.
a) Ethical issue:
b) Strategy:
Image and description credit: www.logiix.net