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Chapter 7 Marketing Research and Sales Forecasting 147
CHAPTER 7
MARKETING RESEARCH, DECISION SUPPORT SYSTEMS, AND SALES
FORECASTING
CHAPTER OVERVIEW
Collecting and managing information about what customers need and want is a challenging task for
any marketer. This chapter focuses on marketing research—the process of collecting and using
information for marketing decision making. It explains that data comes from a variety of sources—
from well-planned studies, sales force reports, accounting records, or published reports, and from
controlled experiments and computer simulations.
The chapter also focuses on the impact of technology in the market research process—right from
data mining, data collection, analysis of the gathered information to market research decision
making and planning—which is aimed at gathering business and competitive intelligence.
Chapter 7 also includes the ways market research affects promotional decisions, sales forecasts,
and growth predictions. Why is research needed? Marketers use research to understand their
customers, target customer segments, and develop long-term customer relationships—all keys to
profitability. Information collected through marketing research underlies much of the decision
making involved in market segmentation, discussed in Chapter 8.
The marketing research function is the primary source of information and is clearly central to
effective marketing decisions. This chapter also explains how marketing research techniques are
used to make accurate sales forecasts, a critical component of marketing planning.
Changes in the Third Edition
The chapter has been updated and revised in several ways. New material has been added to
several sections, including an expanded discussion of interpretative and ethnographic research.
A number of new features are now part of Chapter 7:
• The Opening Vignette and Connecting with Customers profile how loyalty or points cards
are used in marketing research. This section has been updated to reflect the changes in
loyalty programs since the last edition. Loyalty programs such as Air Miles track shoppers’
buying habits based on information collected from retailers. The input is anonymous, so it
can be pooled into a shared, or cooperative, base that creates reports for clients without
compromising the privacy of those who volunteered the information. Loyalty programs are
an effective means of collecting information about shopping habits because so many
Canadian participate in at least one program.
Copyright © 2013 Nelson Education Limited

148 Part 3 Target Market Selection
• Solving an Ethical Controversy looks at issues around the type of information being
collected by marketers. Is the collection of sensitive information an invasion of an
individual’s privacy? Does the collection of sensitive information lead to stereotyping and
prejudiced behaviour or do the benefits to organizations outweigh the privacy issues?
• Career Readiness provides advice on a popular and relatively inexpensive form of

marketing research in “Planning Effective Online Surveys.” Online surveys give respondents
anonymity, which helps most people speak more freely, and the chance to answer questions
at their pace. Tips are provided on how to create successful online surveys, making sure
that the marketer gets the desired results and that the respondents’ time is not wasted.
• Go Green looks at how LoyaltyOne Inc., the company that introduced the Air Miles program,
took the results of their research into the importance of the environment and introduced a
new loyalty program. The My Planet program rewards consumers who purchase products
that reduce carbon dioxide emissions and other harmful chemicals in order to conserve
natural resources.
• Marketing and the SME profiles the FACESofCHANGE research project. The project
combined online research with more traditional research methods to uncover a deeper
understanding of the relationships between media, people, and brands in the 18- to 24-year-
old demographic.
• Marketing in a Digital World examines the Optimum Public Relations study into whether
Facebook Likes could predict elections. Starting with a study conducted in the United
States, the company followed Canadian candidates from across the country during a recent
election to determine if there was link between how many “likes” a candidate received and
their success in the election.
• Chapter Case 7.1 looks at how “Market Research Companies Scan the Globe for Marketing
Data.” Two companies, NPD and Nielsen, use various techniques to research such issues
as whether an increase in gas prices will affect consumer spending patterns. The results of
the research projects undertaken by these companies are discussed and how these types of
research projects can assist marketing decision makers.
• Chapter Case 7.2 “Mapping the Market—Location-Based Marketing” discussed the

advantages of using smartphone technology to collect information about where people are,
when, how often and who they are with. Marketers are able to send marketing information to
customers as they enter a store or restaurant. This new technology is not without some
privacy issues however. If the marketers know you are not at home—then would-be thieves
could as well.
• Video Case Synopsis includes an overview of Ogden Publications. The video is designed
to expand and highlight the concepts in this chapter and the concepts and questions
covered in the written video case.

LECTURE OUTLINE
Opening Vignette and Connecting with Customers—“Points Cards or Market Research.” Should data from
shoppers be cross-referenced to form consumer profiles? Would you care if your purchases were used to
create a massive database?
Chapter Objective 1: Describe the development of the marketing research function and its major
activities.
Key Terms: marketing research, syndicated service, full-service research supplier, limited service
research supplier
Basic PowerPoint: 1,3,7
Expanded PowerPoint: 1-8
1. What is marketing research?
a. Marketing research is the process of collecting and using
information for marketing decision making.
b. Data comes from a variety of sources, such as well-planned
studies, sales force reports or accounting records, or controlled
experiments and simulations.
c. By presenting pertinent information in a useful format, marketing
research aids decision makers in analyzing data and suggesting
possible actions.
d. Marketing research helps marketers in understanding
customers, targeting customer segments, and developing long-
term relationships.
2. The marketing research function
a. The underlying purpose of marketing research is to find out
more about consumers, clearly central to effective customer
satisfaction and long-term relationships.
b. Development of the marketing research function
i. In 1879 the first organized marketing research project
was organized; in the early part of the 20th century, the
first commercial research department was established.
ii. In the first known study, Charles Parlin counted soup
cans and found that working-class families bought more
canned soup than wealthy ones, convincing Campbell
Soup to place ads aimed at this population.
iii. Research methods became more sophisticated in the
1930s due to the development of statistical techniques.
iv. Advances in computer technology have led to significant
changes, including the addition of simulations that allow
marketers to pose “what if” questions.
c. Who conducts marketing research?
i. The size and organizational form of the marketing
research function are usually tied to the firm’s structure.
ii. Firms organize research units by product lines, brands,
geographic areas, or the type of research needed.
d. Many organizations depend on independent marketing research
firms due to several factors:
i. Cost is often the reason for using an external firm.
ii. Information collected is often more reliable and accurate

than what could be gathered in-house.

iii. Technical assistance and expertise not available within
the contracting firm can be provided.
iv. Results may be more objective and unbiased since an
outside firm has less tendency to set up a study just to
validate a favoured theory or certain opinion.
e. Classification of marketing research firms:
Go Green: Loyalty
i. Syndicated services—organizations that regularly
Cards Go Green. How
provide standardized sets of data to all customers
much of an impact do
you think programs ii. Full-service research suppliers—organizations that
like My Planet have on contract with clients to conduct complete marketing
the environment? research projects (providing qualitative and quantitative
What other things can data from field studies, face-to-face and phone
companies do with interviews, online surveys, as well as public opinion
loyalty programs to polls, etc.)
promote environmental iii. Limited-service research suppliers—firms that specialize
awareness? in a limited number of activities such as conducting field
interviews, testing promotional materials, or doing data
processing
3. Customer satisfaction measurement programs
a. Measurement programs allow marketing firms to focus on
tracking the satisfaction level of a client’s current customers.
b. Valuable insights can be obtained by tracking dissatisfaction that
has led customers to abandon the firm’s products.
c. These “customer defects” may be absolute (they leave) or
partial (they remain with a product but aren’t completely
satisfied).
d. Some firms conduct their own measurement programs through
online polls and surveys.
Assessment check questions
1. Identify the different classifications of marketing research suppliers and

explain how they differ from one another. Marketing research suppliers can be
classified as syndicated services, which regularly send standardized data sets to
all customers; full-service research suppliers, which contract to conduct
complete marketing research projects; or limited-service research suppliers,
which specialize in selected activities.
2. What research methods can be used to measure customer satisfaction?

Some companies look at feedback from existing customers, for instance, hiring
marketing research firms to collect and analyze customer feedback at their
websites. Other firms collect feedback about customer defections—why a
customer no longer uses a product. Other organizations conduct research
through online polls and surveys.
Chapter Objective 2: Explain the steps in the marketing research process.

Key Terms: exploratory research, sales analysis, hypothesis
Basic PowerPoint: 9

Figure 7.1 The 1. The marketing research process

Marketing Research a. The chances of making good decisions improve when the right
Process. Which steps, information is provided at the right time during decision making.
if any, might be
b. To meet this goal, researchers often follow six steps in the
conducted by the firm
marketing research process:
in-house? Which might
be better left to an i. Define the problem
outside marketing ii. Conduct exploratory research
firm? iii. Formulate a hypothesis
iv. Create a research design
v. Collect data (primary and secondary)
vi. Interpret and present the research information
2. Define the problem
a. A well-defined problem is half solved, because it permits the
researcher to focus on securing the exact information needed
for the solution.
b. It is important not to confuse symptoms of the problem with the
problem itself.
i. A symptom merely alerts a marketer that a problem
exists.
ii. To identify the problem itself, marketers need to look for
the underlying causes of the symptom.
iii. To do this, a starting point might be to evaluate the
firm’s target market and marketing mix element.
3. Conduct exploratory research
a. Exploratory research looks for causes of a problem by
discussing it with informed sources (both within and outside the
firm) and by examining data from other sources.
i. This includes speaking with employees as well as
evaluating company records, sales and profit analyses,
and competitive data.
ii. This internal data collection is often referred to as
situation analysis.
iii. Exploratory interviews with informed persons outside the
firm are referred to as informal investigation.
b. Using internal data
i. Marketers can find valuable data in their firm’s own
internal records such as sales records, financial
statements, and marketing cost analyses.
ii. Sales analysis compares actual and expected sales
based on forecasts, often using sales quotas to look at
expected and actual results.
iii. Other breakdowns divide transactions by customer type,
product, sales method, or order size.
iv. Sales analysis is one of the least expensive and most
important sources of marketing information.
v. Accounting data, often summarized in financial

statements, can be used to compare current and

previous years against industry benchmarks.
vi. Marketing cost analysis is the evaluation of expenses for
tasks such as selling, warehousing, advertising, and
delivery to determine profitability.
vii. These forms of internal data are most .useful when they
provide information linked to other forms of marketing
research.
4. Formulate a hypothesis
a. A hypothesis is a tentative explanation for some specific event.
b. It is a statement about the relationship among variables that
carries clear implications for testing this relationship.
c. It sets the stage for in-depth research by clarifying what
researchers need to test.
d. While not all studies test specific hypotheses, a carefully
designed study can benefit from a clear hypothesis set up
before beginning data collection.
5. Create a research design
a. A research design is a master plan or model for conducting
marketing research.
b. It helps clarify for marketers that the study will measure what
they want it to measure.
c. It also allows for the selection of the respondents, or sample, to
be studied.
1. What are the six steps in the marketing research process? The marketing
research process can be divided into six specific steps: (1) defining the
problem, (2) conducting exploratory research, (3) formulating a hypothesis, (4)
creating a research design, (5) collecting data, and (6) interpreting and
presenting research information.
2. What is the goal of exploratory research? Exploratory research seeks to

discover the cause of a specific problem by discussing the problem with
informed sources within and outside the firm and examining data from other
sources.
Chapter Objective 3: Distinguish between primary and secondary data and identify the sources of
each type.
Key Terms: secondary data, primary data
Basic PowerPoint: 15
1. Collect data
a. Marketing research gathers two kinds of data—secondary and
primary.
b. Secondary data is information from previously published or

compiled sources (such as Census data).

c. Primary data is information collected for the first time specifically

for a marketing research study.
Solving An Ethical d. Secondary data offers two big advantages:
Controversy – What i. It is less expensive to gather.
Kind of Information ii. It takes less time to locate and use the data.
Should Marketers
e. Secondary data also has limitations:
Collect? Are there
other types of data that i. Published data can quickly become obsolete.
students feel ii. Data collected for an unrelated purpose may not be
researchers should not completely relevant to the marketer’s specific needs.
be collecting? What f. Primary data costs more and takes longer to gather, but often
impact will privacy of results in richer, more detailed information than secondary data.
information laws have
g. The choice between secondary data and primary data is usually
on collecting of
tied to cost, applicability, and effectiveness; many marketing
sensitive data?
studies use both types.
2. Interpret and present research information
a. The final step is to interpret the findings and present them to
decision makers in a format that allows management to make
effective judgments.
b. Differences in interpretation can arise due to differing
backgrounds, levels of knowledge, or experience.
c. Oral and written reports should be used to minimize this
misinterpretation of data.
Note: If you were
asked to research d. Researchers and users must be determined to cooperate at
trends in the Canadian every stage and communicate directly.
population over the e. Studies may go unused because management thinks the results
past five decades, are of little use or hard to understand.
which sources would f. Marketers should clearly spell out conclusions, avoid overly
you use? technical language, and present results to all concerned at the
same time if possible.
g. Decision makers can then quickly reach consensus on what the
results mean and what actions need to be taken.
3. Marketing research methods
a. Data collection is clearly an integral part of the process—without
it there would be no research.
b. A time-consuming task is determining which method to use to
obtain data, usually either secondary or primary data collection.
4. Secondary data collection
a. Most secondary data is available for little or no cost.
b. The challenge is selecting from a wealth of sources only that
data which is relevant to the issue being studied.
c. Secondary data consists of two types:
i. Internal data includes sales records and activity reports,
product performance reviews, sales force activity reports
and marketing cost reports.
ii. External data comes from government records,
syndicated research services, and industry publications.
5. Government data
a. The federal government is the nation’s most important source of

marketing data and Census data represents the most frequently

used government statistics.
b. Statistics Canada polls the population every five years and
provides results to the public for free.
c. It also conducts periodic surveys of housing, population,
business, manufacturing, agriculture, mining, and governments.
d. Statistics Canada offers vast information broken down by small
geographic areas.
e. Beyond federal sources, data is also provided by Province and
city governments.
6. Private data
a. Many organizations offer data through their own channels
i. Business and trade associations often offer data through
their publications.
ii. Encyclopedia of Associations, available in many
libraries, lists trade associations.
iii. The advertising industry continually publishes data on
various audiences.
iv. Guide to International Periodicals lists trade publications
that publish industry-specific research.
b. Regardless of source, data security and public use of private
information is always an issue.
c. Data from trade journals can be gathered directly from the
publishers or through online periodical databases at libraries
such as ProQuest Direct’s ABI/Inform.
d. Electronic systems that scan UPC bar codes also collect data
for inventory control, ordering, and delivery.
e. Radio-frequency identification technology (RFID) is new
technology that tracks individual purchases but involves major
privacy concerns, so it’s currently used for aggregate data only.
f. ACNielsen SalesNet offers scanner information from grocery
stores in commercially available databases.
7. Online sources of secondary data
a. Hundreds of databases and other sources of information are
available online
i. Internet-based marketing research projects may cost
less and yield faster results than traditional research.
ii. The Internet has led to a growth in research
aggregators—companies that acquire, catalog, reformat,
segment, and then resell already-published premium
research reports.
iii. Social networking sites yield valuable marketing
information.
iv. Google Analytics is a business tool for measuring online

sales, tracking e-mail and ad campaigns, and
benchmarking key measures against competitors. It

helps companies target online ads to people who might

be interested in them.
v. Researchers must evaluate the validity of the
information they find on the Internet. The phrase caveat
emptor (“let the buyer beware”) should guide evaluation
of secondary data on the Internet.
1. Distinguish between primary and secondary data. Primary data are

original; secondary data have been previously published.
2. What are the major methods of collecting secondary data? Sources of
internal data include sales records, product evaluations, sales force
reports, and records of marketing costs.
Chapter Objective 4: Explain the different sampling techniques used by marketing researchers and
identify the methods by which marketing researchers collect primary data.
Key Terms: sampling, population, probability sample, nonprobability sample, interpretative research, mall
intercepts, focus groups, controlled experiment, test-market
Basic PowerPoint: 18,19,22-24
1. Sampling techniques
a. Sampling is the process of selecting survey respondents or
research participants.
b. It is one of the most important aspects of research design
because if a study uses a sample different from a target market,
the results will be misleading.
c. A population or universe is the total group of people the
researcher wants to study.
d. Unless it’s very small, data is rarely gathered from an entire
population, resulting in a census, due to high costs.
e. Instead they work with a sample, a representative group chosen
from this population and classified as either probability or
nonprobability types.
2. Probability sample
a. A probability sample gives every member of the population a
chance of being selected.
b. Types of probability samples:
i. Simple random sample—every member of the relevant
universe has an equal opportunity of selection.
ii. Stratified sample—randomly selected subsamples of
different groups represented in the total sample.
iii. Cluster sample—researchers select areas (or clusters)
from which they draw respondents.
3. Non-probability sample
a. A nonprobability sample relies on personal judgment in the
selection process as researchers decide what groups to study.

b. Types of nonprobability samples:

i. Convenience sample—a group selected from readily
available respondents, also called an “accidental
sample” because those included just happened to be in
the place where the survey was conducted.
ii. Quota sample—A list of needed types of respondents,
divided to maintain representations for different
segments or groups as seen in the entire population.
Note: Have you ever 4. Primary research methods
been involved in taking a. Marketers use a variety of methods for conducting primary
a survey? Did you face research, including observation, surveys, and controlled
any difficulties? Did it experiments.
affect the accuracy
b. The choice of method depends on the issues under study and
and validity of the
the decisions that marketers need to make, so at times
result?
researchers combine techniques during the process.
5. Observation method
a. In observational studies, researchers view the overt actions of
Figure 7.2 Types of the subjects studied, trying to understand how consumers
Primary Research. behave in certain situations.
Which type is the most
b. Technological advances provide increasingly sophisticated ways
subjective? The most
for observing consumer behaviour, such as electronic people
objective? What are
meters used by the TV industry to monitor viewing habits.
the advantages of
each type? c. Marketers worry that consumers don’t use these devices
correctly, so additional technology such as a portable people
meter (PPM) has been invented to check their actual habits
versus what they enter.
d. Due to TiVo and other digital recording devices, Nielsen Media
Research now releases findings on viewing habits in three
versions: live, live plus 24 hours, and live plus seven days.
e. Other observational techniques include videotaping consumers
in action, conducting focus groups, and asking consumer panels
to responding to certain queries in person or online.
f. Interpretative research—Ethnographic Studies
i. Interpretative research is a method in which a
researcher observes a customer or group of customers
in a natural setting.
ii. The behaviour is interpreted based on an understanding
of the social and cultural characteristics of that setting.
6. Interpretative research—Ethnographic Studies
a. Interpretative research is an observational method developed by
social anthropologists to explain behaviour that operates below
conscious thought.
b. It provides insights into consumer behaviour and the ways in
which consumers interact with brands.
c. It’s conducted by observing customers in their natural setting,

then interpreting their behaviour based on social and cultural
characteristics of that setting.

i. It’s sometimes referred to as ethnography, because the

researcher spends an extensive amount of time
studying the culture (“ethnographic” means a researcher
takes a cultural perspective on the population studied).
ii. For that reason, interpretative research is used
domestically to look at consumer behaviour in a foreign
country, where language, ideals, values, and
expectations are subject to different influences.
d. Interpretative research focuses on understanding the meaning
of a product or the consumption experience in a consumer’s life.
e. It captures what they actually do, not what they say they do.
f. This research takes time and money, so it’s only used when a
firm wants a detailed look at how consumers use its products.
7. Survey method
a. Observation cannot supply all of the desired information, so
researchers must ask questions to get information on attitudes,
motives, and opinions.
b. Observation doesn’t obtain exact demographic information—to
get that, researchers use interviews or questionnaires.
c. Telephone interviews
Marketing and the i. Telephone interviews are a quick and inexpensive
SME: method for obtaining a small quantity of relatively
FACESofCHANGE. impersonal information.
Do you think the ii. Simple, clearly worded questions are easy for
FACESofCHANGE interviewers to pose over the phone and are effective in
research was an drawing appropriate responses.
effective way to reach iii. Telephone surveys have relatively high response rates,
the 18- to 24-year-old particularly with repeated calling, and some firms use
consumer? Why or computerized random dialing to speed up the process.
why not? Are there
iv. However, phone surveys have drawbacks: people
other research
refuse to do them due to the time needed, the nuisance
methods that may be factor, negative associations with telemarketing, or
more effective? poorly designed surveys.
v. Also, results may be biased by the omission of certain
households or those with unlisted numbers.
vi. Caller ID and other electronic devices are designed to
block calls and act as obstacles to phone surveys.
vii. Consumers are increasingly concerned about privacy
issues and information given over the phone.
viii. Phone surveys can be useless abroad in areas where
telephone ownership is rare, directories are lacking, or
charges are made when accepting calls; results in these
cases will be highly biased.
d. Personal interviews
i. Personal interviews are the best method for obtaining
detailed information about consumers, as the
interviewer can establish rapport and explain confusing
or vague questions.

ii. Drawbacks: they can be time-consuming and expensive.

iii. They may be conducted in homes but also at locations
allowing private interviewing space, often in shopping
centers in the form of mall intercepts.
e. Focus groups
i. A focus group brings together individuals in one location
to discuss a subject for an hour or two with a moderator
to stimulate conversation and encourage interaction.
ii. Focus groups encourage discussion rather than using a
question-and-answer format.
iii. They are a quick and inexpensive method of gaining
insight into consumer attitudes and motivations.
iv. In a focus group, the leader, or moderator, typically
suggests an opening topic. The moderator’s purpose is
to stimulate interaction among group members. It is a
difficult job that requires preparation and group
facilitation skills.
v. They are a valuable tool for exploratory research,
developing new product ideas, and preliminary testing of
alternative marketing strategies, and can help to design
questionnaires for a larger study.
vi. Drawbacks of focus groups: people may be dishonest or
affected by peer opinions, the environment may be
sterile and unnatural, and the small size may not be
representative of the larger population.
vii. Online focus groups can be more cost- and time-
efficient than traditional formats, have better attendance,
and are less affected by peer pressure.
viii. Drawbacks of online formats: lack of access to body
language or nonverbal cues, difficulty in testing
products, tendency toward non-representative samples
f. Mail surveys
i. Mail surveys are a cost-effective alternative, providing
anonymity that may encourage respondents to give
Career Readiness—
candid answers.
Planning Effective
Online Surveys. ii. They can help marketers track consumer attitudes
Think of a time you through ongoing research and may provide needed
came across an online demographic information.
survey. Did you have iii. Drawbacks: low response rate, slow response time,
any concerns? Did you complexity of the questions, no way to respond to
participate? concerns, and the possibility of bias.
iv. Mail surveys do better if questionnaires are very short
and an incentive is offered.
g. Online surveys and other Internet-based methods.
i. Using the Web allows researchers to speed the survey
process, increase sample sizes, ignore geographic
boundaries, and dramatically reduce costs.
ii. Online surveys are less intrusive than phone surveys,

allowing respondents to take part at their convenience.

iii. They’re often considered novel and easy to do, leading

to higher response rates and becoming a popular and
cost-effective way to sample customer feedback.
iv. Businesses often include questionnaires on their
websites to solicit information about consumer
demographics, attitudes, and their suggestions for
improving the product or the marketing message.
v. Online polling is also increasing in popularity.
vi. There is no industry standard to measure website use,
while marketers try counting hits, tracking with cookies
(now unpopular), or asking visitors to register.
vii. Observing consumers online offers marketers the
opportunity to monitor the buying decision process,
understand what turns a browser into a buyer, see how
Marketing in a Digital shoppers compare product features, and grasp the
World: Can Facebook relative impacts on purchase decisions of marketing and
Likes Predict Election? price.
How effective do you 8. Experimental method
think this type
a. The least-used method for collecting primary data is the
research would be in
controlled experiment.
predicting marketing
and promotional i. This is a scientific investigation in which a researcher
campaigns on manipulates a test group and compares the results with
Facebook? Support those of a control group that did not receive the
your answer. experimental manipulation.
ii. The most common use of this method by marketers is
test marketing, or introducing a new product and then
observing its degree of success.
iii. Test marketing may follow periods of information
gathering or focus groups, so it would be the first stage
at which a product performs in a real-life environment.
iv. Some firms omit test marketing and go directly from
product development to full-scale production.
b. Some drawbacks of test marketing:
i. It is an expensive and labour-intensive operation.
ii. Some products aren’t suited to test marketing.
iii. Competitors quickly learn about the new product and
can develop competitive strategies.
iv. Few firms test market long-lived, durable goods—such
as appliances and automobiles—because of the major
financial investments required for their development.
c. Alternatives to test marketing:
i. Firms that skip test marketing can simulate a campaign
through computer-modeling software.
ii. They might offer an item in just one region or country,
then adjust promotions and advertising based on local
results before expanding to other locations.
iii. Similarly, they might limit a product’s introduction to only

one retail chain, then monitor results closely.

1. What is sampling? Sampling is the process of selecting representative

survey respondents or research participants from the total universe of
possible participants.
2. What are the different types of probability and nonprobability samples?
Types of probability samples include simple random samples, stratified
samples, and cluster samples. Nonprobability samples are convenience
samples and quota samples.
3. What are the major methods of collecting primary data? Three principal
methods of primary data collection are observation, survey and
interview, and experimentation.
4. Identify the different types of survey methods. Different survey methods
may include telephone interviews, personal interviews, focus groups,
mail surveys, and online or other Internet-based methods.
5. How is interpretative research typically conducted and when should
ethnographic research be used? Interpretative research observes a
customer or group of customers in their natural setting and interprets
their behaviour based on social and cultural characteristics of that
setting. Ethnographic research is used to look at the consumer
behaviour of different groups of people.
Chapter Objective 5: Explain the challenges of conducting marketing research in global markets
and outline the most important uses of computer technology in marketing research.
Key Terms: marketing information system (MIS), marketing decision support system (MDSS), data mining
Basic PowerPoint: 25, 26, 29-31
1. Conducting international marketing research
a. Though the steps are similar, new challenges arise when
gathering information about consumers in foreign markets.
b. Canadian firms can tap many secondary resources when
researching global markets, particularly through the government.
i. Industry Canada and U.S. Department of Commerce are
good sources of Information.
2. Challenges of conducting international marketing research:
a. Language issues—communicating the message in the most
effective way
b. Cultural issues—capturing local citizens’ interests while avoiding
missteps that could unintentionally offend them
c. Business environment—political and economic conditions,
potential for growth, and trade regulations that affect research
studies and data collection
d. Some adjustment in the collection of data for primary research
may be necessary.
i. Some methods do not easily transfer across national
boundaries.
ii. Face-to-face interviewing is the most common method

used outside North America.

iii. Mail surveys are usable only in developed countries,

otherwise they’re useless due to low literacy rates,
unreliable mail service, and lack of address lists.
iv. Telephone surveys may not be suitable in areas where
service is limited or phone ownership is rare.
v. Focus groups may be difficult to arrange due to social
and cultural issues.
e. Some firms tap local researchers or those experienced in global
studies to investigate foreign markets.
3. Computer technology in marketing research
a. The ability to quickly gather and analyze business intelligence
can create a substantial strategic advantage.
b. Computer databases, whether internal or maintained outside the
firm, can be designed to gather facts about a firm’s consumers.
c. Computer technology assists with the marketing information
system (MIS), marketing decision support system (MDSS), data
mining, business intelligence, and competitive intelligence.
4. Marketing information system (MIS)
a. Managers used to complain there was too much data to sort
through, data was irrelevant, or information was impossible to
find.
b. A marketing information system (MIS) is a planned computer-
based system that provides decision makers with a continuous
flow of information relevant to their areas of responsibility.
c. A well-constructed marketing information system serves as a
nerve center, continually monitoring both internal and external
market environments and providing instantaneous information.
d. Marketers are able to store the data for later use, classify and
analyze that data, and retrieve it easily when needed.
5. Marketing decision support system (MDSS)
a. A marketing decision support system (MDSS) consists of
software that helps users quickly obtain and apply information
as a foundation for decision making.
b. It allows managers to connect such diverse information as the
state of the market, consumer behaviour, sales forecasts,
actions of competitors, and environmental changes.
c. MDSS has four major characteristics: it is interactive,
investigative, flexible, and accessible.
d. It can create simulations or models to illustrate the likely results
of changes in marketing strategies or market conditions.
e. While the MIS provides raw data, the MDSS develops that data
into useful information.
6. Data mining
a. Data mining is the process of searching customer files to detect
patterns, identifying relationships not obvious to marketers, and
in a sense answering questions that haven’t yet been asked.
b. Data mining is a way to sort through huge amounts of data
stored in a data warehouse and make sense of it, find patterns,
and use that intelligence to review effectiveness of strategies.

c. It helps marketers create customer profiles, pinpoint reasons for

customer loyalty (or lack of loyalty), analyze the potential returns
on price and promotion changes, and forecast sales.
7. Business intelligence
a. Business intelligence is the process of gathering and analyzing
information to improve strategies, tactics, and daily operations.
b. It can report on a firm’s sales operation or focus on finding
information about competitors.
c. The key is collecting precise information and getting it into a
format that managers can understand and use.
8. Competitive intelligence
a. Competitive intelligence is a form of business intelligence that
focuses on finding information about competitors.
b. It uses published sources, interviews, observations, government
agencies, public filings, and other secondary sources including
information found on Internet sites.
c. The aim is to uncover the specific advantages of competitors.
d. Marketers use the results to make better decisions that
strengthen their own competitive advantage.
1. What are some organizations that can serve as sources of international

secondary marketing data? Industry Canada and the U.S. Department of
Commerce offer reports and guides for many countries.
2. Distinguish between an MIS and an MDSS. A marketing information

system (MIS) is a planned computer-based system designed to provide
managers with a continuous flow of information relevant to their specific
decision-making needs and areas of responsibility. A marketing decision
support system (MDSS) is a marketing information system component
that links a decision maker with relevant databases and analysis tools to
help ask “what if” questions.
3. What is data mining? Data mining is the process of searching through

huge consumer information files or data warehouses to detect patterns
that can help marketers ask the right questions and guide marketing
decision making.
4. Describe the process of collecting business and competitive intelligence.

Business intelligence is the process of gathering information and
analyzing it to improve business strategy, tactics, and daily operation.
Competitive intelligence focuses on finding information about
competitors using published sources, interviews, observations by
salespeople and suppliers in the industry, government agencies, public
filings such as patent applications, and other secondary methods
including the Internet.
Chapter Objective 6: Identify the major types of forecasting methods.

Key Terms: sales forecast, qualitative forecasting, quantitative forecasting, jury of executive

opinion, Delphi technique, survey of buyer intentions, trend analysis, sales force composite,
exponential smoothing
Basic PowerPoint: 32-34
1. Sales forecasting
a. A sales forecast is an estimate of a firm’s revenue for a specified
future period.
b. Forecasts play major roles in new-product development,
production scheduling, financial planning, inventory planning
and procurement, distribution, and human resource planning.
c. An inaccurate forecast can lead to poor or incorrect decisions in
these areas.
Table 7.1 Benefits and d. Marketing research techniques are used to create and deliver
Limitations of Various effective sales forecasts.
Forecasting
e. A forecast sets standards against which to measure actual
Techniques, Which
performance; without standards, no comparisons can be made.
techniques would be
best for a firm with a f. A short-run forecast covers up to one year, an intermediate
limited budget? For a forecast covers one to five years, and a long-run forecast
firm with a time extends beyond five years.
crunch? For a firm g. Types of sales forecasting methods:
willing to pay for i. Qualitative forecasts—techniques that rely on subjective
detailed and realistic data rather than exact historical data
information?
ii. Quantitative forecasts—techniques that rely on
statistical computations
iii. Each method has benefits and limitations; most firms
rely on a combination of the two
2. Qualitative forecasting techniques
a. Planners use qualitative forecasting techniques when they want
judgmental or subjective indicators.
b. Qualitative forecasting techniques include jury of executive
opinion, Delphi technique, sales force composite, and survey of
buyer intentions.
c. Jury of executive opinion
i. The jury of executive opinion technique combines and
averages the outlooks of top executives from each of
the functional areas of the firm.
ii. It’s a quick and inexpensive method that often generates
good forecasts for sales and new-product development.
iii. It works best for short-term forecasting.
d. Delphi technique
i. The Delphi technique solicits opinions from several
people, but also gathers thoughts from experts outside
the firm, such as academic researchers.
ii. It is most appropriately used to predict long-run issues,
such as technological breakthroughs, that could affect
future sales.
iii. A firm selects a panel of experts and sends each a
questionnaire, combines and averages answers,
develops another questionnaire based on the results,

and sends it back to the same people.

iv. The process continues until it identifies a consensus, so
the Delphi technique is expensive and time-consuming.
e. Sales force composite
i. The sales force composite technique develops forecasts
based on the belief that organization members closest
to the marketplace offer the best insights concerning
short-term future sales.
ii. These forecasts typically work from the bottom up.
iii. Drawbacks: forecasts are conservative because their
numbers ultimately determine sales quotas, or they’re
based on a narrow perspective or geographic territory.
iv. This method works well only in combination with other
techniques.
f. Survey of buyer intentions
i. A survey of buyer intentions gathers input from various
sources to determine the purchasing intentions of a
representative group of present and potential
customers.
ii. It’s impractical for firms with millions of customers but
works well for those with a limited number of customers.
iii. Drawbacks: intentions are just that, intentions, and may
not translate into actual sales.
iv. Buyer surveys produce useful information only if
consumers reveal their true thoughts and feelings.
v. This is also a time-consuming and expensive process.
3. Quantitative forecasting techniques
a. Test Markets
i. Test markets gauge and assess consumer response to
a new product under actual marketplace conditions.
ii. Different prices, alternative promotion strategies, and
other marketing mix variations can be evaluated.
iii. The big advantage is that they provide realism.
iv. Drawbacks: they’re expensive and time-consuming
experiments that may unwittingly signal marketing plans
to competitors.
b. Trend analysis
i. Trend analysis develops sales forecasts by analyzing
the historical relationship between sales and time.
ii. It implicitly assumes that the collective causes of past
sales will continue to exert similar influence in the future.
iii. When historical data is available, trend analysis is a
relatively inexpensive technique.
iv. Drawbacks: It can’t be used without historical data,
(such as for new-product forecasting) and the quality of
the forecast is only as good as the data available.
v. It makes the dangerous assumption that future events
will continue in the same manner they have in the past.

vi. But it does give reliable forecasts during periods of

steady growth and stable demand.
c. Exponential smoothing
i. Exponential smoothing is a sophisticated version of
trend analysis, weighing each year’s sales data and
giving greater weight to results from most recent years.
ii. It’s considered to be the most commonly used
quantitative forecasting technique.
1. Describe the jury of executive opinion. The jury of executive opinion

combines and averages the outlooks of top executives from areas such
as marketing, finance, production, and purchasing.
2. What is the Delphi technique? The Delphi technique solicits opinions

from several people but also includes input from experts outside the firm,
such as academic researchers.
3. How does the exponential smoothing technique forecast sales?

Exponential smoothing weighs each year’s sales data, giving greater
weight to results from the most recent years.
Projects and Teamwork Exercises
1. Nielsen offers data collected by optical scanners from the United Kingdom, France, Germany,
Belgium, the Netherlands, Austria, Italy, and Finland. This scanner data tracks sales of UPC-coded
products in those nations. In small teams, imagine that you are one of Nielsen’s clients. One team
might be a retail chain, another an Internet company, and still another a toy manufacturer. Discuss
the types of marketing questions these data might help you answer. Share your list with other
teams.
Start a discussion on ACNielsen and the ways in which it collects data via optical scanners from the
United Kingdom, France, Germany, Belgium, the Netherlands, Austria, Italy, and Finland. Ask
students to explain how this scanner might track sales of UPC-coded products in those nations.
Then have teams (representing retail chains, Internet companies, and toy manufacturers) talk about
the types of marketing questions that this data might help answer. Have students write down the
questions that come to mind and then share them with the class.
2. Discuss some of the challenges Pizza Hut might face in conducting marketing research in
potential new international markets. What types of research would you recommend the company
use in choosing new countries for expansion?
Have students talk about the challenges Pizza Hut may be facing in conducting marketing research
on the potential new international markets. When a country wants to expand into foreign nations,
what kind of information does it need? What types of research would provide it?
3. Working alone or with a partner, choose a new product idea, or a variation on an existing
product, that you think will appeal to your classmates, such as yogurt or an energy drink in new
flavour, and devise a test-marketing plan for it. Determine where you will test your product and

which variables you will assess, such as price and promotion activities. Be prepared to present your
plan to the class and include a description of the information you hope your test market will provide.
Have students select a product that is new, or modified. Existing products are to be avoided in this
exercise. Students must select the appropriate, relevant variables, and suggest plans to test market
the product. There are many ways to do test marketing, such as showing it to potential buyers,
creating a blog or a website, determining the correct prices, asking a buyer, comparing product with
others, and taking it to a trade show. They should present their ideas, as well as the expected
responses.
4. Interpretative research offers marketing researchers many possibilities, including the opportunity
to improve product features such as packaging for food or over-the-counter medication that is
difficult for seniors or people with disabilities to open. List some other ways in which you think this
observation method can help make existing product offerings more appealing or more useful to
specific kinds of users. What kind of products would you choose, and how would you test them?
Have students share their lists of the ways in which the observational method works to make
existing products appear more appealing or useful. Have them explain how interpretative research
can be used to explore product features such as packaging for food or over-the-counter medication
that is difficult for seniors or the disabled to open. What kind of products did they choose? How
would they test them? Start a discussion on the ways in which interpretative research can be used,
and the situations in which it might not be the best choice.
5. McDonald’s conducts extensive marketing research for all its new products, including new menu
items for its overseas stores. Due to cultural and other differences and preferences, the company
cannot often extrapolate its results from one country to another. For instance, Croque McDo fried
ham and-cheese sandwiches are unlikely to be as popular in North America as they are in France,
which invented the croquet monsieur sandwich on which McDonald’s product is based. Can you
think of any other kinds of firms that share this limitation on global applications of their research? In
contrast, what sorts of questions could multinational firms answer on a global basis? Why?
Start a discussion on this broad topic. As McDonald’s conducts extensive marketing research for its
new products, it must take into account differences in cultures, tastes, and preferences. But it can’t also
use results of one study for its marketing in another country. What other industries or broad business
areas did students think of that are also limited in this way on a global basis. How can their global
research be improved? And what questions could multinational firms answer? Continue the discussion
by having students suggest names of well-known companies and their products that might have trouble
transferring their product from one nation to another.
Critical-Thinking Exercises
1. Some companies are broadening their markets by updating classic products to appeal to younger
people’s tastes and preferences. What primary and secondary market information would you want
to have if you were planning to reinvigorate an established brand in each of the following
categories? Where and how would you obtain the information?
a. household cleaner
b. moist packaged cat food
c. spray starch

d. electrical appliances
Students should have little trouble with this exercise assuming they understand the difference
between secondary and primary data, as well as the sources of both. You might want to focus the
exercise a little by restricting it to a specific type of data, one that is easy to obtain, such as Census
data.
2. Prepare a list of data (primary information) that you would want to obtain from a mystery shopper
surveying a chain of gas stations in your area. Devise a format for gathering the information that
combines your need to compile the data electronically and the researcher’s need to remain
undetected while visiting the stores.
Most students will be able to come up with four or five data items that they would like to obtain. As
for the device, ask students to think of a common electronic device, one whose use is widespread
and doesn’t attract attention.
3. Select a sales forecasting method (or combination of methods) for each of the following
information needs and explain your pick(s).
a. prediction of next year’s sales based on last year’s figures
b. prediction of next year’s sales based on weighted data from the last five years
c. expected sales categorized by district and by region
d. estimated product usage for the next year by typical consumers
e. probable consumer response to a new product
Student answers will vary and there really are not right or wrong answers. Make sure students fully
understand the differences between qualitative and quantitative forecasting techniques, and can
clearly justify their responses. An important point perhaps to stress is that there isn’t any one
perfect forecasting technique. Many times it is appropriate to employ multiple techniques.
4. The Internet provides ready access to secondary market information but is also a portal to an
almost limitless store of primary information via message boards, chat rooms, email questionnaires,
newsgroups, and website registration forms. What are some specific drawbacks of each of these
methods for obtaining primary information from customers?
Expect some variation in student responses. Make sure they consider the privacy implications of
using some online sources of data. As we discussed earlier, privacy concern is still one of the major
impediments to the growth in e-commerce.
Ethics Exercises
Consumer groups sometimes object to marketers’ methods of collecting primary data from
customers. Research the code of ethics of the Canadian Marketing Association (CMA), American
Marketing Association (AMA), and the Marketing Research and Intelligence Association (MRIA).
Note especially the guidelines for use of the Internet in marketing research.

1. Check the websites of a few large consumer products companies. How effectively do you think
these sites are at informing visitors about the use of “cookies” on the sites? Do you think marketers
could or should improve their protection of visitors’ privacy? If so, how?
2. Do you think it violates the code of ethics if marketers compiled a mailing list from information
provided on warranty and product registration cards and then used the list to send customers new-
product information? Why or why not? Does your opinion change if the company also sends list
members special discount offers and private sale notices?
The exercise deals with several important ethical issues affecting marketing research. It also
illustrates a potential dilemma. On the one hand, product registration forms, contests, and so forth
are effective ways of collecting primary data. On the other hand, if customers conclude that the
company is asking for too much information, it may end up hurting sales. The issue of balance may
be raised by some students. As for the questions, student opinions on the effectiveness of policies
regarding cookies, and other data collection devices, will vary substantially. Is full and fair
disclosure sufficient? Student opinion on the second question will also be divided.
Internet Exercises
1. Focus groups: Visit some websites that discuss the proper way to organize and conduct a focus
group (managementhelp.org). After reviewing the material, prepare a brief report on this subject.
The purpose of this exercise is to give students some guidelines for setting up and running focus
groups. The website expands on the material in the chapter. Make sure students understand both
the purpose of focus groups and their limitations
2. Marketing research firm services. Nielsen is one of the world’s largest marketing research
firms. Go to the firm’s website (http://ca.nielsen.com). Assume you run a small online retailer. What
types of marketing research services could a firm like Nielsen provide to your company? What are
some of the benefits?
Students must visit Nielsen’s website and take a note of the services offered by them. They may
analyze and identify the services that Nielsen can provide a small online retailer. The potential
benefits, insights, solutions, tools, and support need to be documented and presented by the
students.
3. Data analysis. Statistics Canada publishes data on the Canadian population. Visit its website
(http://www.statcan.gc.ca). Review the types of information available. How up-to-date is it? Is there
information that you don’t find that could be helpful for marketers?
This exercise is fairly straightforward and students should be able to complete it with minimal
supervision. The exercise will illustrate the range and depth of data available from Statistics
Canada, as well as the ease at which the data can be accessed. Students should see for
themselves why census data is so important to marketers. Specific answers will depend on when
the data were accessed.
Case 7.1 “Marketing Research Companies Scan the Globe for Marketing Data”—Questions
for Critical Thinking

1. Do you think filmmakers and film companies should actively cultivate the Internet
community? Why or why not? What possible and advantages and drawbacks could such a
strategy have?
Most students will conclude that cultivating the Internet community is a good idea. Internet
users, as they learned in previous chapters, are an attractive market for most films. The
advantages of the Web are clear. It can help make decisions regarding the film (the Hulk
example in the case, for instance), it helps to create a buzz for an upcoming film, and so
forth. On the downside is the issue of security. Another important issue is the fact that not all
moviegoers are regular Internet users and not all Internet households have high-speed
Internet access. Ask students how frustrating it can be to visit a movie site with just dial-up
access. Ever try to watch a trailer?
2. Find an upcoming film that has an official website. What features does the site have? Which
ones are designed to deliver information to the public and which are designed to capture
information? How successful do you think this site will prove to be as a marketing research
tool? Why?
Student answers will vary. You may want to show students an example in class to help get
them started.
3. How can filmmakers control the information that appears on the Internet? Should they take
these steps? Why or why not?
Student opinion will vary. Essentially, however, the question of control relates to the use of
material that is covered by copyright. If an Internet user sets up a chat room concerning a
film, and only posts negative comments, there is little the studio or the filmmaker can do so
long as the site doesn’t violate copyright.
Case 7.2 “Forecasting Pitfalls for SUV Makers”—Questions for Critical Thinking
1. Should the auto industry base its sales forecasts more heavily on qualitative or quantitative
techniques? Why?
Student answers will vary. Encourage students to consider specific benefits and limitations of these
techniques.
2. What forecasting techniques would help auto industry executives more accurately forecast
movements in the price of oil? How should they factor these forecasts into their sales projections?
This type of forecasting is likely going to require expertise from outside the firm and that makes the
Dephi Technique a viable approach. These forecasts should definitely be considered when
compiling their own sales projections.
COLLABORATIVE LEARNING EXERCISES

Marketing Research
Purpose:
To introduce marketing research through hands-on experience
Background:
Marketing research is the foundation of successful marketing, yet many students find the
topic somewhat dry. This exercise is designed to introduce marketing research in a way that
sparks student interest while previewing the basic concepts from the chapter.
Relationship to Text:
Chapter Overview
Estimated Class Time:

About 25 minutes
Preparation/Materials:
You’ll need to buy one package each of four or five different brands of chocolate chip
cookies. Look for a variety of sizes and types, but beyond that, whatever is on sale will work.
Put each type of cookie in a generic bag, and mark the bags Cookie A, B, etc. You’ll also
need either napkins or paper plates, and if you’d like, a litre or two of milk and paper cups.
Exercise*:
Announce that your class will be doing research on chocolate chip cookies. Working in small
groups, their job is to develop and implement a research methodology to determine which
cookie brand is the chippiest, which is the tastiest, and which is the overall best. They will
need to report to the class their results, their methodology, and their level of certainty. Divide
them into groups, and give them about 15 minutes to work. When the groups report to the
class, write the results in a matrix on the board. Don’t tell them how the letters correspond to
actual brands until the whole class is finished. (Interestingly, store brands seem to do
surprisingly well.) Group discussion questions: Which factors were hardest to determine?
Which were the easiest? Which answers were subjective, and which were objective? Why
wasn’t every student’s answer the same? How could a marketer for one of the
manufacturers use this information? Encourage them to consider issues such as target
market (are college students really an important target market for chocolate chip cookies?)
and sample size (are the results from just one class representative of the larger
population?). When you do share the actual brands, ask them if there were any surprises.
Why?
Questions for Reflection:
• Given that all marketing research techniques have limitations, why is it important to
invest in research? How do you know when you have enough information?
• What role (if any) should intuition or “gut feel” play in marketing research? Why?
* Source: Sharon H. Ulanoff, Ph.D., Associate Professor, Elementary Reading and Bilingual
Education, California State University, Los Angeles
The Marketing Research Process

Purpose:
To help students apply the marketing research process
Background:
On-going marketing research can play a significant role in keeping a business viable over
the long term. This exercise is designed to help students understand how to approach the
research process by applying it to a specific situation.
The Marketing Research Process

About 20 minutes
You may want to copy the scenario and challenge (below) for each student.
Exercise:
After you have reviewed the material on the marketing research process, divide your class
into small groups and distribute the scenario outlined below:
Scenario: You and your partners are the owners of an upscale nightclub called Amnesia
Nights. When you opened the club two years ago, it quickly became a trendy hotspot,
attracting crowds of partiers in their 20s and 30s, plus a fair share of celebrities on the
weekend evenings. However, in the last six months, attendance has declined significantly.
You know that some clubs have a short (yet glamorous) lifespan, but you are determined to
be part of the scene for years to come. You have decided that the first step in recovering
from the slump is marketing research.
The Challenge: You and your team have 10 minutes to develop your ideas for marketing
research by responding to the following questions:
• What primary and secondary information would you seek? Why?

• Who would be your research subjects? Why? How would you find them?
• What research methods would you use (e.g., surveys, focus groups, etc.)? Why?
• What are the advantages and disadvantages of your approach?
The teams will need to work quickly, but the time limit works well because they often
generate their best ideas for this project in the first few moments. Ask each group to share
their responses with the class, and encourage them to evaluate the merits of each approach
honestly, but respectfully. By the end of the discussion, they should have a strong
understanding of both the potential value and the limitations of marketing research.
Questions for Reflection

• Which steps of the marketing research process differ based on the target audience?
• Does product category affect the marketing research process? If so, how?
Sampling Techniques
Purpose:

To highlight the difference between probability and non-probability samples
Background:
Some students have difficulty distinguishing between probability and non-probability
samples in actual practice. This quick, discussion-based exercise is designed to highlight
the difference.
Sampling Techniques

Less than 10 minutes
None needed
Exercise:
Ask your class if it is a representative sampling of the entire school. At first many students
will nod, but after a moment or two they usually begin to realize that it may not be. Ask them
to identify how the class make-up might be different from that of the general student body
(business majors, time of day, employment status, etc.). Then, ask how you could collect a
true random sample of students (they typically develop a variety of sound approaches).
Finally, ask if it would ever make sense to use one class of students for marketing research.
They should be able to identify several viable scenarios.

• What are the advantages and disadvantages of convenience samples?
• When are convenience samples likely to be “enough”?
• What are some specific situations that would call for a census rather than a sample?
What is the rationale?
Primary Research Methods
Purpose:
To demonstrate a useful projective research technique
Background:
While gathering information through traditional marketing research methods (surveys, focus
groups, etc.) can produce excellent results, using projective techniques can yield insights
that respondents may find tough to articulate directly. This exercise is designed to give your
students experience with a specific projective research method.

About 10 minutes
You’ll need to have either dry erase markers or pieces of chalk for five people.

Exercise:
Ask your students to brainstorm a list of five to 10 different automobile makes and models
that they know and like. Then, request five volunteers and invite them to the board. Ask
each one to choose a car from the list, and then to draw a picture of how that car would look
if it were a person (assure them that stick figures are fine). Ask them also to complete either
a speech or a thought bubble. When the drawings are complete, ask the volunteers to briefly
describe their person’s appearance, character traits, profession, and lifestyle. (For example,
is the person uptight, friendly, geeky, handsome, or smooth? Does he or she live at home,
share an apartment with friends, or own a mansion in the hills?) After the presentations, ask
the class to analyze the results. How would this information be helpful to market
researchers? What did they learn that might not be as clear by asking more straightforward
questions? In what product categories would projective research be most helpful? (It tends
to work best for visible products that people identify with themselves in a personal way.
Examples include spas, vacation destinations, computers, and alcoholic beverages.)

• How valid are projective techniques?
• How could you use these methods in conjunction with other types of research?
Garbology
Purpose:
To explore a rather unorthodox method of primary research
Background:
The text indicates that modern marketing research emerged more than a hundred years
ago, due in large part to a study of garbage for Campbell Soup. Ad salesman Charles Parlin
did one of the first marketing research studies using a very hands-on approach—he counted
discarded soup cans in various neighborhoods and found that working-class families bought
more canned soup than wealthy ones, convincing Campbell Soup to aim its ads toward this
population. The field of garbology—defined by the American Marketing Association as “the
study of consumer behaviour and preferences for food and products by examining . . . items
found in the trash and garbage”—continues to play a small but significant role in marketing
research today. This quick discussion exercise is designed to introduce students to
garbology and its various uses.

Less than 10 minutes
You may want to do a quick Google search to determine whether searching garbage without
permission in your area is legal.
Exercise:
Share the definition of garbology with your students. (Be prepared for a lot of groans. In fact,
you can tease them and suggest that this exercise involves doing a survey of the garbage

can in your classroom.) Ask them to quickly create a list of things found in a classroom,
library, or dorm trash can. Then have them brainstorm some ways that information collected
through garbology could be useful to marketers (e.g. recycling habits, beer consumption,
fast-food leftovers). Help them see the benefits of tracking what people do (rather than what
they say they do) by studying their trash. Then, encourage them to consider the ethical
implications of this approach. Does it need to involve some level of deceit? Why or why not?
Does it violate privacy? How could these issues be resolved?

• Would garbology be more effective in conjunction with other types of research? Why or
why not?
• What are some examples?

Another random document with
no related content on Scribd:
‘The greater extent of the plain was in grass, studded with thorny
“sidder” bushes; but some crops of barley and beans looked
flourishing, and here and there, where irrigation had been attempted
by means of watercourses from the river “Ghemáts” vegetation was
luxuriant beneath olive and other fruit-trees.
‘At about 4 p.m. the country assumed a more pleasing aspect as
we passed the villages of the Shloh tribe of Mesfíwa. These Shloh,
like the natives of Sus and Rif, are all of Berber race. Neither
Phœnicians, Goths, Romans nor Arabs ever succeeded in bringing
them completely under subjection, for they retreated before the
conquerors to the mountains, and in these highland fastnesses
maintained their independence. With the exception of a few tribes
they owe no political allegiance to the Sultan, but acknowledge his
spiritual suzerainty as the recognised head of the Mohammedan
religion in Morocco, in virtue of his direct descent from the Prophet.
They altogether differ in appearance from the Arabs, and no affinity
can be traced between the Berber and the Arabic languages,
excepting in words connected with the Mohammedan religion which
were introduced when the Berbers adopted the creed of Islam. In
place of tents the Shloh live in houses, of one or two stories, built of
mud and stone without mortar, the earth of this district having the
peculiar quality, when well beaten down, of being impermeable.
‘Learned writers have disputed the origin of the Berbers, but they
seem to agree that they are not the aborigines of the country, but
displaced another and more ancient race of inhabitants. One of the
traditions of the Berbers is that their ancestors were driven out of
Syria by the “Khalífa” of “Sidna Musa” (“our Lord Moses”), meaning
Joshua, the lieutenant of Moses. Their country in the South of
Morocco is called generally “Sus,” and the manner of their expulsion
is related in yet another legend quoted from a commentary on the
Koran.
‘God said unto David, “Banish the Beraber out of this land, for if
they dwelt in hills of iron they would break them down.” Whereupon,
says the story, King David placed the people on camels, in sacks
called “gharaiar,” and sent them away. When they arrived at the
Atlantic coast their leader called out, in the Berber tongue, “Sus”—
which means let down, or empty out—so the exiles were canted out
of their sacks, and the country is thence called “Sus” to this day!
‘Many of the Shloh proper names appear to have an affinity to the
Hebrew, if not actually of Hebraic origin, such as Ait Usi, Ait Atta, Ait
Emor, Ait Sisac, Ait Braim. The Hebrew equivalent of the first three
being Hait Busi, in our translation the Jebusites, Ha Hitti, the Hittites.
Ha Emori, the Amorites. Ait Sisac may be translated “Those of
Isaac,” or The children of laughter. Ait Braim needs no translation.
‘On our entry into Mesfíwa we were surprised to find signs of
much more industry, and even of civilisation, than in the districts
inhabited by the Arab population. Here irrigation was carefully
attended to; the numerous plantations of olive and fruit-trees, as well
as the fields of grain, were better cultivated; and the condition of the
bridle roads and rude bridges over the streams afforded further proof
of a more intelligent and industrious people.
‘Ascending the slopes we reached the camp pitched in an olive-
grove on a small island formed by the Ghemáts, here called the “Dad
i Sirr,” evidently its Berber name. We crossed with some difficulty this
mountain torrent, which foamed and swirled up to the horses’ girths.
Flowing down a gorge of the Atlas running nearly North and South,
this river then takes a north-westerly direction till it joins the Tensift,
which again flows into the Atlantic near Saffi.
‘On the side of a hill, about four hundred yards from the site of the
camp, lay the village Akhlij, crowned by a castle built of red stone
and earth, and having five square bastions with loopholes for
musketry. In fact every house in these villages can be used as a little
fort, the walls being pierced so that each householder can defend
himself against his neighbour, or all can combine and act against an
invader of their stronghold. The population of Akhlij is said to be
about 500 souls, including some forty Jews, each Jewish family,
according to the custom of the Shloh, being under the special
protection of a Mohammedan chieftain.
‘Above the spot where we were encamped rose the mountain of
Zinat Kar, the summit dotted with patches of snow, and, towering
over all, the snowy heights of “Glaui” frowned upon the groves of
palms, oranges and olives which spread below basking in the sultry
temperature of the plains.
‘On our arrival in camp the Sheikh and elders of the village
presented themselves, by order of the Sultan, to welcome the
“Bashador.” The Sheikh, a tall man, was draped in a long, seamless
“haik;” but some of his followers wore a black burnous similar to
those in use among the Jews of Marákesh. The meeting took place
under the British flag—hoisted for the first time in these wild regions
—before Sir John’s tent. In the evening the deputation returned,
bringing an abundant supply of provisions and forage, and, in
addition, huge dishes of cooked food for the soldiers and camp-
followers. This “mona” was collected from the whole province under
the rule of Basha Grenog, comprising some fifteen “kabail,” or tribes,
spread over a district about fifty miles in diameter. The tax therefore
fell lightly on the inhabitants, not amounting to more perhaps than a
half-penny a family, which sum would be deducted from the payment
of their annual taxes.
‘This spot in the valley of Uríka, at the foot of the Atlas, is about
500 feet above Marákesh and 2,000 feet above sea-level, and the
fine air was most enjoyable. The night appeared cold, the
temperature falling below 60° Fahr. At midday it was 74° in the
shade.
‘There were contradictory statements as to the sport to be
expected. But, after much cross-questioning, the natives confessed
that there were no wild boar nearer than the snow; that the
“audad[48],” or wild sheep, was to be found, but only on the highest
hills a couple of hours’ ride distant; and that lions and leopards were
not to be seen within two days’ march, or about thirty miles further
among the snowy ranges. On inquiry whether there were any fish in
the river, we were told that, later in the season, a speckled fish about
nine or ten inches long comes up from the Tensift. This no doubt is
the trout, which is found also in the mountain streams near Tetuan.
On asking the Berber name for large river fish, Sir John was
surprised to hear that it is “selmen,” which would appear to be a
cognate word to our “salmon.”’
The account of the ascent of the Atlas which follows is chiefly

compiled from notes written at the time by Mr. Drummond Hay, who
accompanied the Mission, and who, with one companion, succeeded
in scaling the heights and reaching the snow. An earlier ascent, but
not to so high a point, was made in 1829 by Mr. E. W. A. Drummond
Hay, Sir John’s father. Other travellers have visited the Atlas, both
before and since Sir John; but no Representative of a Foreign
Power, it is believed, had ever yet done so, openly and with the
good-will of the Sultan.
‘May 18. After breakfast all the party, ladies included, mounted
their horses. The son of the Sheikh, a fine handsome fellow, riding a
splendid black horse, led the way up the valley of Uríka, and we rode
along the banks of the torrent. On each side of the gorge rose
conical hills clothed with “el aris[49],” the scented “arrar[49],” and the
lentiscus or wild pistachio. The olive, walnut, orange, apricot and
vine were also abundant.
‘We travelled along a path on the steep river bank, sometimes so
narrow that, if a horse had made a false step, the rider might have
been precipitated into the torrent which foamed below. But as we
advanced the road improved, and showed signs of some knowledge
of road-making and of great care on the part of the inhabitants. Here
and there it was mended with wood and stones; the large boulders
were cleared from the path and built up as walls on either side; and,
where a torrent crossed the way, there was a rude bridge of one or
more arches, composed of trees and branches cemented with mud
and stone. Below us flowed the river, now turbulent and shallow in its
wide bed. By the banks grew numbers of trees which resembled
silver poplars, the timber of which is used in the construction of their
houses by the mountaineers. Their delicate foliage contrasted
pleasantly on the mountain side with the sombre green of the “arrar”
and “aris,” which here do not seem to attain so great a height as they
do in the Rif country. Mingled with them grow the karob, or locust-
tree, and the mountain ash. Numbers of wild flowers filled the
hedges that hemmed in the fields or grew by the wayside; among
them we recognised many English friends. There were also several
flowers new to us, particularly a lovely species of broom bearing a
brilliant violet blossom with an orange centre, and another pretty,
highly-scented, yellow flower all declared must be a wild jasmine, so
closely did it resemble the garden variety.
‘Villages were to be seen on both sides of the gorge, and one of
them saluted us with a feu de joie of musketry. After a gentle ascent
of an hour and a half we arrived at a pretty grove of olives. Here the
Sheikh insisted upon our dismounting, as he said the villagers
desired to welcome our party by giving us a feast. It was in vain the
“Bashador” explained that we desired to push, as far as we could
ride, up the mountains. After waiting an hour, as no food appeared,
he gained his point and we were allowed to re-mount. But, to our
great dismay, just at the moment of moving off, arrived some forty
villagers, every one of whom carried on his head a huge earthen
platter, containing several dishes of meat and “siksu”; each dish
holding sufficient to satisfy ten hungry hunters. Having explained to
these hospitable people that we had only just had our morning
repast and were most anxious to sharpen our appetites by a ride up
the mountain before consuming the feast, we were allowed to depart
in peace—though a solemn promise was first exacted that we would
return without fail in the evening to accept their prodigal hospitality.
We then continued the gradual ascent, passing through villages the
houses of which recalled in some degree the chalets in Switzerland,
though these were of very rude form. Many of them had overhanging
eaves and open galleries on the second story, where the inmates
could sit and enjoy the air and scenery, sheltered from sun or
weather. Some of the houses were decorated with patterns on the
wall below the roof, picked out in crossed lines such as are seen in
old buildings in some parts of England and Germany. But in this
instance the lines were white on the dull background of red earth
with which these houses are built.
‘The population—men, women, and children—turned out to gaze
at us. But neither by word, look, or gesture was there any
demonstration of fanatical or hostile feeling. The villagers seemed
rather to consider our advent to be the occasion for a holiday. A
petition was sent to the “Bashador” by the boys of a school that their
teacher should be asked to grant them a holiday to behold the
English. A few silver coins to the pedagogue and the request of the
“Bashador” set all the boys at liberty, and thus the rising generation
of Uríka will, it may be hoped, retain a friendly recollection of the
“Ingliz.”
‘These mountaineers were fairer than their brethren of the plain,
and some of the women comely. The latter, like their Rifian sisters,
do not hide their faces; and we are told that the state of morality
amongst them is of a very high standard. No female is in danger of
being insulted, and it may be safely declared that there is a better
state of morality amongst the Berber women of Morocco than exists
in England or in any other country in Europe. The women were
draped, like the men, in a long, seamless garment; but they wore it
fastened by two silver brooches on the shoulders or over the breast,
supporting the folds which hung gracefully around their persons.
These brooches are generally connected by long pendent silver
chains. The younger women had long black hair, which appeared to
be carefully dressed, and they showed the same love of adornment
as their European sisters by decorating their tresses with poppies
and other wild flowers.
‘Lady Hay, who rode a mule, on learning that all must now
dismount and proceed on foot if they wished to continue the ascent
of the mountain, decided to remain at the village. A fine-looking
Shloh, hearing of this decision, stepped forward and offered to take
her into his house. She accepted his hospitality, and was placed
under the ægis of the faithful chief of the camp, Hadj Hamed
Lamarti. The rest of the party proceeded on foot.
‘The dismounted horsemen of the Bokhári guard were soon blown
and gave up; then the Sheikh’s son—who was rather too well fed
and in bad condition—sat down, looking very grave, and tried to
dissuade us from further ascent. But on we went, accompanied only
by some half dozen stalwart Shloh, armed with long guns. Under the
shade of a locust-tree Sir John and his daughters, having ascended
some way, came to a halt, as the air was sultry and the ascent very
precipitous. Colonel Lambton, Major de Winton, Major Hitchcock,
Captain Sawle, Mr. Hay, and Mr. Brooks plodded on, the
mountaineers leading the way. The ascent was almost as steep as a
vertical ladder, and after climbing some 1,500 feet they began to feel
much exhausted. At this point four of the party gave up, and two of
the mountaineers, glad of an excuse to halt, remained to guard
them.
‘Captain Sawle and Mr. Hay continued their upward way, and, as
Mr. Hay relates, “We appeared to gain fresh wind and strength as we
ascended. On reaching the first snow we fired a shot to announce to
the party our success, for in the morning there had been a great
discussion whether the ascent to the snow could be accomplished in
one day.
‘We reached the summit of the first high range called Zinat Kar at
2 p.m., and at that moment I sprung a covey of partridges, and again
signalled our arrival by a successful right and left, which was greeted
with a yell of delight by the mountaineers who accompanied us. We
could not tell what height we had reached, as my aneroid was out of
order and had stopped registering half-way; but as far as we could
judge by distance we must then have been about 6,000 feet above
the camp. To our astonishment we found here an extensive table-
land with considerable cultivation, though snow was still lying on the
ground in many parts. This plateau extended to the foot of a snow-
covered range which again rose abruptly beyond.
‘Whilst we rested I discharged my gun at an eagle, and afterwards
at a crow, which latter I killed—a curious bird with red beak and legs.
A few minutes after, when we were thinking of again continuing our
route, we heard to our surprise a volley of musketry, and saw the
distant heights around us manned by armed men. Our Shloh
companions informed us that these people were the “Ahal Kubla,” or
people of the South, inhabiting the snowy range before us. This tribe
does not submit to the Sultan’s authority, and a gun fired on a height
is a signal that an enemy is in sight, and consequently, we were told,
in another hour we might find ourselves surrounded by these lawless
people, who were at present at feud with the Uríka, and the latter do
not venture therefore to trespass on their territory.
‘The difficulty the Sultan would experience in subduing these
tribes can be imagined, since the sole access to this district is by the
steep ascent we had just made[50].
‘Discretion being the better part of valour, we determined to beat a
rapid retreat, and descended the escalade as fast as our weary
limbs would carry us. At 4 o’clock we rejoined the rest of the party
under the olive-trees where we had first stopped. They had just
concluded the feast and were starting for camp.
‘While the climbing party were in sight Sir John and his daughters
watched them from under the shade of the locust-tree: then,
descending to the village, found Hadj Hamed waiting for them in one
of the little streets. He conducted them to Lady Hay, whom the
villagers had installed in the open gallery of one of their houses,
looking out on the mountains. It was very clean: there were only
some dry maize husks piled in a corner and a number of beehives
arranged in a row on the floor. The pillars which supported the front
of the gallery were ornamented very rudely with quaint attempts at
arabesque decoration. Lady Hay said she had felt faint on arrival,
and having asked for bread, they brought her a loaf and a piece of
honeycomb.
‘The owner of the house welcomed us warmly, and on Sir John
saying that he was much pleased with the mountaineers and
considered them far finer fellows than the Arabs, he was delighted,
and tried to pay some compliment to the English. Then he brought
us in the skirt of his dress a number of freshly gathered oranges,
which proved delicious.
‘All the climbers now returned except Captain Sawle and Mr. Hay,
and we prepared to leave our comfortable retreat; but, when Sir John
turned to take leave of his kind host, the latter begged and implored
him to wait a little longer—only a few minutes, he pleaded. After
some demur, his earnest request was acceded to; the carpets were
again spread, and all sat down. The hospitable villager hurried away,
but soon re-appeared, followed by another man, each bearing a bowl
of smoking hot paste, resembling vermicelli, boiled in milk. In the
centre of each dish was a little pool of melted butter. We rather
dreaded tasting the food, after our late experience of Moorish
cookery, but were agreeably surprised, when, having grouped
ourselves round each bowl, using our own forks, we tried the mess
and found it excellent. The paste was delicate, well boiled, and
flavoured with some pungent spice, and the butter exquisitely fresh
and sweet. This form of food appears to have been a staple dish with
the Berbers since ancient times. We did justice to this food, which
was followed by a basket of hot cakes made of rye, resembling
scones, accompanied by a bowl of melted butter, and those who had
the courage to dip their bread therein pronounced it good also.
‘Our host no longer made any objection when we again rose to
depart, only saying, when thanked for his hospitality, that not having
expected us to remain at his village he had been unable to prepare
better food at such short notice. He added that, should the
“Bashador” desire at any future time to travel in the Atlas, he could
do so in perfect safety—especially if unaccompanied by an escort
from the Moorish Government. “For,” he said, “your love of justice
towards all and the kindness shown by you to our poorer brethren,
when in distress in the North (of Morocco), is known to us and we
shall not forget. Come amongst us, you will ever be welcome; remain
several months, hunt with us and be our guest, and no injury shall
befall you or yours.”
‘Touched and pleased by this kindly speech from a native Sheikh
in a district where few Christians had ever penetrated, Sir John and
his party rode back towards the olive-grove. As we passed through
the narrow lanes, the women and children collected in some of the
orchards, smiling and beckoning, and were delighted when the
ladies lifted the thick white veils they wore and greeted them in
return. The women were fair-skinned, and many of them good-
looking. Here and there we observed really pretty, graceful girls; one
in particular, whom Sir John noticed as she leant against a doorway,
was quite handsome. She was dressed in a curious “haik,” stained in
patterns to represent a leopard skin, and hanging from her neck she
wore a quaint, square-shaped silver ornament, with a blue stone in
the centre.
‘The women’s heads were covered, but they made no attempt to
veil their faces. The men were generally draped in the “haik”; but
those who ran beside us, or climbed the heights, threw aside this
cumbrous garment and appeared in thin long shirts belted at the
waist. Wooden powder-flasks, covered with brightly coloured leather
and studded with brass knobs, gay little shot or bullet bags, and an
ornamented curved dagger hung by their sides from a broad strap
over the shoulder. A long gun was invariably carried by each man.
Some were bare-headed, others had a cord tied tightly round their
shaven skulls, but most of them wore a small white turban.
‘On arrival at the olive-grove, at which we had promised to halt on
our return, we were soon seated round an enormous flat dish full of
“siksu.” It would have been cold, but for the depth of the contents; so
that by digging down we reached some that was hot and palatable.
Our followers assembled in twos and threes about each great platter
and devoured the contents with the greatest avidity.
‘Several of the boys, who gathered about us, we observed busily
working at a curious frame composed of a hollow cane, up which a
number of coarse woollen threads were passed and secured at
either end. Under these, the cane was encircled by a ring which held
the threads away from the rod and enabled the little workman to
deftly weave in bright coloured worsted across the threads, his
fingers being employed without any shuttle, and a small piece of
wood, cut like a comb, used to drive down each cross thread into its
place, making various patterns as they went up the rod. On inquiring
the purpose of this work we were told they were belts. Though we
offered to buy any that were finished, none were forthcoming; but
one of the lads brought his work to be examined, and was much
startled when the “Bashador” on returning him his frame offered him
a small coin, evidently fearing an attempt was being made to buy his
work, frame and all. However he took the money readily, though
shyly, when convinced it was only a present.
‘We returned to Marákesh on the 20th; but, before leaving,
received a visit from some of the Jews who live amongst the
mountain tribes and who wished to consult the doctor attached to the
Mission. They came up as we were all seated, grouped under the
trees about the camp. The elders kissed the heads of those of our
party who were covered; the younger, their shoulders. These Jews
were dressed exactly like the Shloh amongst whom they live, with
the exception that they wore a black skull-cap. The Jewesses also
were attired like the Shloh or Arab women, but with a scarlet
headdress. The men were unarmed; but we were told that, further in
the interior, the Jews carry arms and join in tribal warfare; neither are
they, there, the oppressed people known to the lowlands of
Morocco.’
Two of the stories related to Sir John on the march by the Sultan’s
stirrup-holder may be inserted here as exemplifying the manners and
customs of the officials about the Moorish Court, and especially
those of the military class. The first may be called ‘A Story of a
Moorish Prince.’
Mulai Ahmed, second son of Sultan Mulai Abderahman Ben
Hisham, was appointed by his father Viceroy of the districts of Beni
Hassén, Zair, Dukála, Shedma, &c. His residence was at Rabát.
This Prince was clever, and endowed with many good qualities,
but he was extravagant and reckless in his expenditure, and thus
became deeply indebted to the merchants and shopkeepers of
Rabát; but no man ventured to press his pecuniary claims on the
wayward youth. His debtors, moreover, had only to ask some favour
by which they might be benefited in their trade, and it was
immediately granted by the Prince; the favour thus conferred amply
recouping them for their unpaid goods.
On the occasion of a visit of the Sultan to Rabát in 1848, Mulai
Ahmed was still Viceroy. Various complaints had been brought by the
inhabitants to the Uzir, Ben Dris, against His Royal Highness for not
paying his debts; but the Uzir endeavoured so to arrange matters as
to avoid reporting the misconduct of the young Prince to his father.
One day, however, when the Sultan was going to mosque, an
Arab from the country called out, from a high wall—on which he had
climbed to avoid being silenced by the troopers who formed the
escort of the Sultan—‘Oh Lord and Master, Mulai Abderahman, my
refuge is in God and in thee! I have been plundered and unjustly
treated during this your reign.’
The Sultan, restraining his horse, desired his attendants to learn
who this man was; and, after hearing their report, sent for the Uzir
and directed him to inquire into the case and report thereon.
On the man presenting himself before the Uzir, the latter
reprimanded him for brawling in the streets for justice. ‘One would
suppose,’ said Ben Dris, ‘that there were no longer governors or
kadis in Morocco! Whence are you? what have you to say?’
‘I am an Arab from Shedma,’ the man replied. ‘I had a fine horse,
for which I had been offered by the chief of my tribe three hundred
ducats, but I refused to sell; for, though a poor man, my horse was
everything to me; I would not have parted with him for all the wealth
that could be offered me. Some weeks ago I came to Rabát, and
Mulai Ahmed—may God prolong his days!—in an evil hour saw my
horse, and ordered his soldiers to seize it, sending me a purse of
three hundred ducats, which however I refused to accept. For forty
long days have I been seeking justice, but can obtain hearing neither
of Mulai Ahmed nor of any one else.’
The Uzir replied, ‘If your story be true, your horse shall be
returned to you; but, if false, you shall be made an example of for
daring to bring a complaint against the son of the Sultan.’
The Uzir then sent a messenger to inquire of Mulai Ahmed
concerning the matter, and by him the Prince sent reply that he knew
nothing about the horse. The Uzir was consequently about to order
the Arab to be bastinadoed, when the latter begged Ben Dris to send
him, accompanied by some of his—the Uzir’s—attendants, to the
stables of Mulai Ahmed, where he felt sure he would find the horse;
begging that his whole tribe might, if necessary, be called upon to
give evidence respecting the identity of the horse.
The Uzir accordingly sent the Arab, with a guard, to the Prince’s
stables to point out the horse, with directions that it should be
brought before him. He also sent to inform Mulai Ahmed that this
order of his father the Sultan must be obeyed.
The attendants took the Arab to the stable, where he immediately
recognised his horse, but had no sooner done so than he was
arrested, along with the Uzir’s men, by some soldiers sent by Mulai
Ahmed, and brought before the Prince, who had them all
bastinadoed and dismissed.
On the return of the Uzir’s men, they reported to their master what
had taken place. The Uzir had them again bastinadoed for not
having carried out his orders, viz. to bring back the Arab and his
horse in safety. Then, mounting his mule, he rode direct to the
palace, where he recounted to the Sultan what had occurred.
His Majesty was highly incensed; his eyes flashed lightning, and
his voice was as thunder. ‘Dare any son of mine disobey the orders
of his father? Are my people to be robbed and ill-used at his caprice?
Summon the chief kaid of our guard.’
The officer appeared. ‘Take,’ said the Sultan, ‘a saddled mule to
the palace of Mulai Ahmed. Bind the Prince hand and foot. Conduct
him this day to Meknes, where he is to be imprisoned until further
orders. Let the Arab have his horse and an indemnity for the rough
treatment he has received. Let a proclamation be issued that all
persons who have been unjustly used by Mulai Ahmed are to
present themselves to me; for there is no doubt,’ added the Sultan,
‘that is not the only case of injustice of which my son has been
guilty.’
The orders of Sultan Mulai Abderahman were obeyed. The chief
of the guard appeared before Mulai Ahmed with a mule saddled and
bridled, and informed the Prince he was deposed from his position
as Viceroy, and that he was to proceed at once with him to Meknes.
At first Mulai Ahmed refused to obey his father’s commands, but,
on being threatened by the officers with fetters and manacles if he
showed any resistance, consented to mount the mule and start at
once on his journey. The third day they arrived at Meknes, where
Mulai Ahmed was confined in prison, whence he was not liberated
for five years.
Another story related by the stirrup-holder was that of Kaid

Maimon and the lion.
In the early part of this century, when Sultan Mulai Suliman

reigned over Morocco, Kaid Maimon was Governor of Tangier, and,
according to custom, had visited the Court at Fas to pay his respects
to His Sherifian Majesty. On his return journey to Tangier he was
conveying, in pursuance of His Majesty’s commands, a large lion in
a cage carried by four mules, as a present from the Sultan to the
King of Portugal.
One evening, after the tents had been pitched, and while Kaid
Maimon was reposing on a divan in his ‘kubba,’ he heard shouts of
alarm and the snorting and tramping of horses and mules which had
broken loose from their tethers and were fleeing from the camp.
The Kaid clapped his hands repeatedly, to summon his
attendants, but no one appeared. Being too much of a Moorish
grandee to rise from the divan and see with his own eyes what had
happened—such a proceeding would have been undignified—he
remained seated, counting the beads of his rosary and muttering
curses on his attendants. After a time he again shouted lustily for his
slave ‘Faraji,’ with a malediction on him and on all slaves.
The Kaid had barely finished these imprecations, when in walked
his huge prisoner, the lion, glaring fiercely at him.
Kaid Maimon was a man of undaunted courage: while realising it
would be folly for him to draw his sword and attack the lion, as he
would most probably be worsted in such a conflict, he was also
aware that even should he succeed in dealing the beast a death-
blow, his own life would be forfeited; as the Sultan would, no doubt,
order his head to be cut off, for destroying the royal gift entrusted to
his keeping for the King of Portugal. The Kaid therefore, looking as
placidly as he could at the intruder, thus addressed his namesake—
for the lion had also been given the name of ‘Maimon,’ or ‘the
trustworthy.’ ‘You are a brave fellow, Maimon, to leave your cage and
take a walk this fine evening. O judicious and well-behaved lion!’ he
added, ‘you do right to roll and enjoy yourself’—as the lion, pleased
with the voice of the Kaid, commenced rolling himself on the carpet.
‘O bravest and most trustworthy!’ the Kaid continued—as the lion,
rising, rubbed himself cat-like against him, repeating this very
embarrassing performance several times, finally stretching himself
and lying down with his head on the Kaid’s knee.
Brave man though he was, Kaid Maimon perspired with horror at
having to nurse such a beast. He tried patting him on the head, but a
lash of the creature’s tail warned him that the lion preferred to take
his repose without such caresses.
Not a sound was to be heard in the camp, save now and then a
snort or struggle near the Kaid’s tent, from some terror-stricken
horse which, winding the lion, was endeavouring to break away from
the pickets which still held him—though most of the horses and
mules had broken away and fled, with their masters after them.
Kaid Maimon now began to consider what kind of severe
punishment he would inflict upon his cowardly attendants and his
body-guard—if the lion did not eat him! ‘Fine warriors,’ thought he;
‘two hundred men to run away from a tame lion!’
At this moment the lion, having rested, awoke from his nap, and,
stretching himself, showed his long and terrible claws. ‘This beast is
not to be trifled with,’ reflected the Kaid; ‘yet if any rascal had shot it
—either in self-defence or to save my life—I should have made him
a head shorter.’
The lion now got up and, stalking towards the door of the tent,
lashed his tail; one switch of which caught the Kaid’s turban and
knocked it off. Calmly replacing it, the Kaid muttered to himself, ‘I
hope this visit is now coming to an end. May it be the last of the kind
I shall have to receive in my life.’
The lion, looking out, espied the horse—still picketed near the tent
—which immediately recommenced its frantic struggles and at last,
succeeding in breaking away, was just galloping off, when the lion, in
two bounds, was on its back and brought his victim to the ground—
panting in the agonies of death, its whole side lacerated and its
throat torn open.
The Kaid, who had moved to the door of his tent, beheld this
scene, and thought it would be a favourable moment, whilst the lion
was enjoying his repast, to recall his cowardly attendants and
troopers; so going out at the back of the tent, unseen by the lion, he
looked around and finally espied his followers about half a mile off,
huddled together, with the horses and mules they had recovered.
The Kaid, on coming up to them, vowed he would bastinado every
cowardly rascal; but that the punishment would be deferred until the
morrow, as they must now return at once to secure the lion before
nightfall, adding—‘The first man who again runs away I will
bastinado until the breath be out of his body.’
The keeper of the lion was a Jew; since, in Morocco, Jews are
always appointed keepers of wild beasts, the Moors believing that a
lion will not attack a woman, a child, or a Jew—as being beneath
notice. The Jew was ordered to attach two long chains to the neck of
the lion, now bloated with the flesh of the horse, then to stretch the
chains in opposite directions and to attach them to long iron stakes
which were driven into the ground for the purpose. The trembling
Jew, who knew he would be cruelly bastinadoed should he fail to
obey this order, did as he was bid, and the lion, lying near the
remains of the horse he had been devouring, suffered the Jew to
fasten the chains to the rings on his collar, which was still about his
neck.
When this had been done, a dozen powerful men were ordered by
the Kaid to fasten strong ropes to the chains, and by pulling contrary
ways to control and guide the lion to his cage, wherein a live sheep
was placed. By these means the lion was induced to enter his cage,
the door of which was then closed.
Kaid Maimon, who was well pleased at the recovery of the
Sultan’s present to the King of Portugal, forgave the conduct of
attendants and troopers, and, assembling the chiefs, related to them
the incidents of the lion’s visit to his tent.
CHAPTER XXI.
MISSION TO FAS IN 1875.
In 1874 Sultan Sid Mohammed died, and was succeeded by his

son Mulai Hassan. Sir John, writing to Sir Henry Layard on October
29 of that year, says:—
I suppose the young Sultan intends to tread in the footsteps of his ancestors
and remain stagnant.
My belief is that these people, or rather this Government, will never move
ahead until the lever acts at headquarters continuously, by the presence and
pressure of the Foreign Representatives. So long as we preach and pray at a
distance, nothing will be done. On the other hand, if the Foreign Representatives
were removed to the Court, there would no doubt be a rupture of relations, or
some tragedy, before twelve months elapsed.
Again, shortly after the accession of Mulai Hassan, Sir John writes
to the same correspondent:—
I shall make a fresh effort to induce the young Sultan to introduce some
reforms and improvements, but I have but faint hope of success, as the Ministers
and satellites of the Court are either rogues or fools.
From my experience of Turkey and the Turks I confess I have little confidence
in the beneficial effect of any attempt to introduce European grafts on the old
Mohammedan stock. The tree which showed signs of vigour has been cut down,
and the fruit of the European graft contains rather the evils than the virtues of both
the West and the East.
When this letter was written, Sir John was already on his way to
Fas. On March 3, 1875 he left Tangier, accompanied by several
members of his family, some personal friends[51], and the officers
appointed by the British Government to attend the Mission.
The reception at Fas was magnificent, some six thousand troops
having been sent to do honour to the Representative of Great
Britain; but what was more pleasing to him and greatly enhanced the
effect of the entry, was the presence of the citizens of Fas, who had
come to meet him in their thousands, bringing with them their wives
and children; to show, they said, their appreciation of his friendship
and love of justice. The shrill ‘zagharit’ continually raised by the
women as Sir John passed through the crowd, attended by his staff
and escort, completely drowned at times the sound of the brass
band which the Sultan had sent to play before the procession. Soon
after the instalment of the Mission at Fas, the incident occurred
which Sir John relates as follows:—
‘When on my mission to the Court at Fas in 1875, the Uzir had

selected the Kaid of an Arab regiment to command the guard of
honour which had been appointed to attend on our Mission.
‘Another Kaid, named Meno, being superior in rank to the Arab
Kaid, felt aggrieved that this post of confidence had not been offered
to him; moreover, he had rendered important service to the Sultan,
which he considered unrecognised, so he vowed vengeance on his
rival.
‘The men of his regiment, all Berbers, were much attached to Kaid
Meno, not only on account of his famed courage in battle, but also
because whenever a razzia took place, Meno did not, like other
chiefs, insist on having the lion’s share of the plunder, but left all to
his followers.
‘On hearing of my arrival and the appointment of the Arab Kaid,
Meno summoned a dozen stalwart men of his regiment and imparted
to them, secretly, a scheme to bring disgrace upon the Arab officer

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Changes in the Third Edition

A number of new features are now part of Chapter 7:

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• Career Readiness provides advice on a popular and relatively inexpensive form of

• Chapter Case 7.2 “Mapping the Market—Location-Based Marketing” discussed the

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than what could be gathered in-house.

Assessment check questions

1. Identify the different classifications of marketing research suppliers and

2. What research methods can be used to measure customer satisfaction?

Chapter Objective 2: Explain the steps in the marketing research process.

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Figure 7.1 The 1. The marketing research process

v. Accounting data, often summarized in financial

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statements, can be used to compare current and

Assessment check questions

2. What is the goal of exploratory research? Exploratory research seeks to

b. Secondary data is information from previously published or

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c. Primary data is information collected for the first time specifically

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marketing data and Census data represents the most frequently

iv. Google Analytics is a business tool for measuring online

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helps companies target online ads to people who might

Assessment check questions

1. Distinguish between primary and secondary data. Primary data are

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b. Types of nonprobability samples:

c. It’s conducted by observing customers in their natural setting,

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i. It’s sometimes referred to as ethnography, because the

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ii. Drawbacks: they can be time-consuming and expensive.

ii. Online surveys are less intrusive than phone surveys,

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iii. They’re often considered novel and easy to do, leading

iii. Similarly, they might limit a product’s introduction to only

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Assessment check questions

1. What is sampling? Sampling is the process of selecting representative

ii. Face-to-face interviewing is the most common method

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iii. Mail surveys are usable only in developed countries,

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c. It helps marketers create customer profiles, pinpoint reasons for

Assessment check questions

1. What are some organizations that can serve as sources of international

2. Distinguish between an MIS and an MDSS. A marketing information

3. What is data mining? Data mining is the process of searching through

4. Describe the process of collecting business and competitive intelligence.

Chapter Objective 6: Identify the major types of forecasting methods.

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and sends it back to the same people.

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vi. But it does give reliable forecasts during periods of

Assessment check questions

1. Describe the jury of executive opinion. The jury of executive opinion