Scenario 2-5
Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times.
-(Scenario 2-5) Thomas Motors wants to better understand the media consumption behaviors of consumers in their target markets. As a result, they wish to conduct a marketing research project to learn more about this issue. Which of the following types of firms are they most likely to commission to do such work?

Question

Quizplus · Accepted Answer

Thomas Motors would most likely commission an external facilitator, such as a marketing research firm, to conduct the study. An advertiser or advertising agency may have a conflict of interest in reporting unbiased findings, and a media organization may have expertise in media consumption behavior but not necessarily in conducting marketing research projects.

Scenario 2-5 Thomas Motors Is an Independent Auto Dealer in a Metropolitan