MARKETING RESEARCH CASE EXERCISE
KNOW SAN DIEGO

This Exercise Corresponds with the Video Know San Diego

In the video Know San Diego, the importance of collecting information on consumers was discussed. This discussion centered on the collecti9on of demographic, lifestyle, and value oriented information. The value of this information ranges across such industries as consumer product firms, advertising agencies, banks, retailers, and other market-oriented organizations. The main message of the video was that companies must use information to know their market.

After viewing this video in its entirety, answer the following questions:

1. How important is demographic, lifestyle, and value information for companies that want to know more about their market? How do companies use such information in their marketing decision?

2. Is there ever a situation in which the information discussed in the video would have no impact on marketing decisions?

3. Get to know the city where you live. Develop a list of questions that would help businesses in your area better know their market. More specifically, develop 10 demographic, 10 lifestyle, and 15 value-oriented questions that would provide critical market information to local businesses in your community. Explain why you chose those particular questions.