Certain products such as gasoline and diesel engines require very precise drilling. Tolerances are extremely small, and drill bits that can accomplish the near-perfect drills are very expensive. Unfortunately, the drill bits must be discarded after only a few drills as they sustain distortions that cause them to exceed the tight tolerances. Harold Kushner invented a new method to sharpen high performance metal drill bits to their original specifications. Harold's process meant that companies could extend the life of drill bits. Harold knew that his invention would be a success, but he needed to find the users of high-performance drill bits and direct personal sales calls to them. Using both SIC and NAICS Harold was frustrated because, for example, he could compile only very general lists of potential users and many on the lists would not be users of drill bits at all. Harold needed a service that would provide much more specific information about business firms in order to determine if they were really potential customers. Which of the following services would likely help Harold?
A) VALS
B) the Gallup Poll
C) PRIZM
D) Dun's Market Identifiers (DMI)
E) ESRI's Community Tapestry

Question

Quizplus · Accepted Answer

Dun's Market Identifiers (DMI) would be the best choice for Harold. DMI provides detailed information on the size, location, and type of business of potential customers. This information can help Harold determine if the businesses are actually users of high-performance drill bits and target his sales calls accordingly. VALS, the Gallup Poll, PRIZM, and ESRI's Community Tapestry provide different types of market research and segmentation, but may not provide the specific information Harold needs for his sales strategy.

Certain Products Such as Gasoline and Diesel Engines Require Very