Marketing 5th Edition by Dhruv Grewal,Michael Levy

Exercise 13

The epinions.com website (www.epinions.com) is a clearinghouse for consumer reviews about different products and services. Think of a particular business with which you are familiar, and then review the ratings and comments for that business on the epinions website. Discuss the extent to which this site might be useful to a marketer for that company who needs to gather market research about the company and its competitors. Identify the type of research this process involves-secondary or primary