Go to the Web site for the Gallup Organization (www.gallup.com), which administers public opinion polls. Choose two different topics from the site with recent survey results and identify at least two that focus on different topics. Print out the results to both, and identify the objectives of the surveys. How are they similar, and how do they differ? Discuss one of the major findings from each survey, and provide an interpretation of the data.
Visit the Epinions.com Web site (www.epinions.com), a clearinghouse for consumer reviews about different products and services. Think of a particular business with which you are familiar, and review the ratings and comments for that business. Discuss the extent to which this site might be useful to a marketer for that company who needs to gather market research about the company and its competitors. Identify the type of research this process involves—secondary or primary? Exploratory or conclusive?
