Define the Research Topic and Determine Information Needs

Scope and Breadth of Information

Some assignments can be completed by consulting brief summaries or overviews, while other assignments or projects require comprehensive marketing research. Examples:

• Determine how many wineries are located in SLO county - identify the ones offering unique services (e.g., wedding receptions, gourmet night)
• Find basic demographic data for San Luis Obispo including age, race, employment status, education and income
• Find lifestyle data for the top-ten ranked metro areas in the United States - include spending potential indexes (e.g., financial services, entertainment)
• Secure an MRI MediaMark Report on energy drinks (Base=All adult 18+ ) - include all media data and market shares.