Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Summary of Chapter 1 Here is an outline of the topics for Chapter Two. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Forget about MARKETING
Summary Forget about MARKETING Let’s Talk About HUMAN

Development of the Marketing Concept
Summary Development of the Marketing Concept Production Concept Product Concept Selling Concept Marketing Concept The marketing concept was developed over time through three other important business orientations: the production concept, the product concept and the selling concept. Under the production concept, consumers are mostly interested in product availability at low prices and the implicit marketing objectives are cheap, efficient production and intensive distribution. This concept was popular when demand was higher than the supply so consumers were content to get a product and were not focused on product variation. The product concept assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features. A company that drives marketing through a product concept strives for continuous quality improvement and adds new features if feasible, but sometimes consumers may not want the features. The focus on the product rather than the needs of the market is known as marketing myopia. The selling concept creates a focus on selling the products that the marketer has decided to produce. The selling concept assumes that consumers are unlikely to buy the product unless they are aggressively persuaded to do so – and the approach does not consider customer satisfaction or customer retention.

Marketing Oriented Business Culture
Summary TRANSFORMATION Marketing Oriented Business Culture

Human Oriented Business Culture
Summary Human Oriented Business Culture

Consumer Behavior Is Interdisciplinary
Summary Consumer Behavior Is Interdisciplinary Psychology Sociology Social psychology Anthropology Economics Consumer Behavior as a field of study emerged in the late 1960s. As you study consumer behavior this semester, you will realize the importance of all these fields. Given huge economic shifts in the world economy beginning in 2008, it is important to realize the effect of economic changes on the behavior of consumers. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide

Impact of Digital Technologies
Summary Impact of Digital Technologies Marketers More products and services through customization Instantaneous exchanges Collect and analyze data Consumers Power Information Computers, phones, PDA, GPS, smart TV The impact of digital technologies is tremendous. Not only has the computer changed the way companies transact with customers, but there are changes from cell phones, smart phones, and cable television. Think of how you see marketing messages if you are watching a movie through on-demand or playing an online video game. Marketers can now transact in a one-to-one relationship with customers – offering product, prices, and messages that are tailored for that consumer. By gathering data on the consumer, the marketer has more information to tailor these offers and communication messages. The consumer has more power because they have more information on competing products, prices, and reviews on product performance. This gives them more choices and more bargaining power with the marketer. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide

Marketing Concept Requirements
Summary Marketing Concept Requirements Consumer Research Market Segmentation, Targeting and Positioning The Marketing Mix (4 Ps) Product or service Price Place Promotion All companies must continually conduct research to understand the needs and priorities of their market segments. Consumer needs are shaped by the environment, culture, education, and life experiences. Marketers perform segmentation by looking for groups with common needs. Segmentation can be based on consumers’ demographics, product usage, geography, lifestyle, and many other characteristics and needs. When a marketer chooses the segments that they will pursue, they have chosen a target market. Selection of the correct target market is critical to success of the product since the marketer has assumed that this group of consumers has a similar need with respect to their product or service and they will respond similarly to marketing action. Positioning is how the consumer thinks about a marketer’s product versus the competitor’s product. The positioning is ultimately in the mind of the consumer but the marketer helps form the positioning through effective advertising and communication, which clearly tells the consumer how it will fulfill their needs better than other products on the market. The marketing mix includes 4 Ps: 1. Product or service: The features, designs, brands, and packaging offered, along with post-purchase benefits such as warranties and return policies. 2. Price: The list price, including discounts, allowances, and payment methods. 3. Place: The distribution of the product or service through stores and other outlets. 4. Promotion: The advertising, sales promotion, public relations, and sales efforts designed to build awareness of and demand for the product or service.

The Consumer Research Process
CHAPTER TWO The Consumer Research Process

Learning Objectives To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers. To Understand the Steps in the Consumer Research Process. To Understand the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project. Here is an outline of the topics for Chapter Two. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Learning Objectives (continued)
To Understand the Purposes and Types of Secondary Consumer Research That Is Available for Making Decisions or Planning Future Consumer Research. To Understand Specific Features and Applications of Different Research Methods to Be Carried Out in Consumer Research Studies. To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process. To Understand How Each Element of the Consumer Research Process Adds to the Overall Outcome of the Research Study. Here is an outline of the topics for Chapter Two. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

2.1 The Importance of the Consumer Research Process
Marketers must understand customers to design effective: marketing strategies products promotional messages Consumer research has developed from the more general field of market research. It is a field of study that has been influenced by researchers and practitioners in several other fields, including psychology, sociology, and anthropology. Consumer research is important for marketers as the competitive landscape in almost every industry becomes even more challenging and with growth in global and cross-cultural markets. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

«Detailing in Detail» Lack of individualism Collectivist Competitive
Self centered Do not forget the past Log term oriented

Discussion Tell us about your country’s spesific and most popular cultural behavioural paterns

2.2 The Consumer Research Process
Secondary research Primary research Qualitative: focus groups, in-depth interviews, associated research aproaches Quantitative: observational research, survey research. Information can be classified as either primary or secondary. Secondary information is information that has been collected for another purpose. It is already available to the researcher often for a fee. Primary research can be either qualitative or quantitative. Qualitative research includes focus groups and in-depth interviews. The more numerically-oriented quantitative research includes observational research, experimentation, and survey research. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

2.2 The Consumer Research Process Figure 2.2
Collecting primary data Here we see an overview of the consumer research process that a typical marketer might follow when conducting research. As you can see, the marketer will first develop objectives to guide their research. Next comes the collection of secondary data which we will learn is data that is available because it had been collected previous to the marketer’s particular research. In the next phase, the marketer branches to both qualitative and quantitative research. In each of these areas, the marketer collects and analyzes data and then presents it in either a written report, a presentation, or both. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

2.3 Developing Research Objectives
Defining purposes and objectives helps ensure an appropriate research design. A written statement of objectives helps to define the type and level of information needed. It is extremely important that research objectives are determined at the beginning of the process. Without this agreed-upon roadmap for the research, money can easily be wasted and research objectives not fulfilled. At this point, it is important to define the purpose of a particular study. A small-scale exploratory study might be executed upfront if more information is needed by the researcher. This might include a few focus group sessions or a limited number of one-on-one interviews. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Discussion Questions Assume you are planning to open a new pizza restaurant near your campus. What might be three objectives of a research plan for your new business? Assume you are planning to open a new pizza restaurant near your campus for students. What might be three objectives of a research plan for your new business? What might be three objectives of a research plan for your new business? To determine the target market, to set pricing strategies, and to design effective marketing messages How could you gather these data? Primary and secondary research. Primary research might include focus groups, surveys, and observation studies of local students and their traffic patterns. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

2.4 Secondary Data Data that has been collected for reasons other than the specific research project at hand Includes internal and external data Before jumping into primary data collection, a researcher will collect all the relevant secondary data that is available. Some of this data is within the organization and some of it can be collected or purchased from outside organizations. Collecting secondary information is important in guiding primary research decisions. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Types of Secondary Data
Internal Data Data generated in-house May include analysis of customer files Useful for calculating customer lifetime value External Data Data collected by an outside organization Periodicals and Govenrment Secondary data: Includes federal government, periodicals, newspapers, books, search engines Syndicated Commemcial Marketing and Media Research Services Secondary data is readily available. As an employee of a company, you may have access to the company’s internal records and databases, which are rich with customer, intermediary, and company data. In addition, as a student, you can access many databases through your school library. Most of this external data comes from online databases which combine articles from books, newspapers, periodicals, as well as trade and academic journals. Some schools supply access to commercial data including Nielsen, Arbitron, SRDS, and MRI/Mediamark. These are four of the many research companies that gather information and then sell the data to companies and institutions. Another excellent source of information is the government. The web link on this slide will bring you to the U.S. Census Bureau. This site is full of statistics and data on the U.S. population and commerce. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Examples: Smart Media Investment : Measurable & Unmeasurable TV Channels
ATV Kanal D Show Star FOX TRT 1 NTV Haber Türk Cine 5 CNBC - -e CNN Türk Kral TV TNT Discovery Channel Kanal 1 National Geographic Digiturk kanalları e2 Number One TV Kanal A Lig TV TV 8 Eurosport Fashion TV 0% 10% 20% 30% 40% 50% 60% 70% 80% 50 100 150 200 250 Reach index For awareness For Brand Value 100 index value MODERN Measurable channels have high reach levels while un-measurable channels are strong in affinity SEEKER Kanal 7 Cine 5 CNBC - e CNN Türk TNT Discovery Channel Kanal 1 National Geographic Digiturk kanalları e2 Kanal Türk Number One TV Lig TV TRT 3 Eurosport Fashion TV Haber 24 (Kanal 24) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 50 100 150 200 250 index ATV Kanal D Show Star FOX TRT 1 Kral TV TV 8 NTV Haber Türk For awareness Affinity Reach 100 index value For Brand Value 23 Chapter Two Slide 23

Discussion Questions Personal Privacy
Many people do not like the fact that their personal data are used for marketing. How can marketers justify their need for data? How can they acquire data and maintain customer privacy? How can marketers justify their need for data? In many instances, marketers are gathering this data to truly provide better products and services. In addition, they want to know their customers better so they can better predict their needs. For example, if a company knows a customer’s policy is about to expire, they can contact the customer to determine if they want to renew their policy. How can they acquire data and maintain customer privacy? A couple of things must happen here. First of all, companies should be careful when sharing information. If the information is sold, it should always be in aggregate and never expose a customer’s personal information. Second of all, they must be clear with the customer when and how information will be shared. Finally, companies must carefully screen their employees who work with personal information to prevent such problems as identity theft. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

2.5 Designing Primary Research
Qualitative Research Depth Interviews Focus Groups Projective Techniques Metaphor Analysis Qualitative research is a great way to begin your primary research. It is extremely helpful in identifying attitudes, thoughts, and beliefs about your product. Because these methods generally use small samples, qualitative research techniques are often followed by quantitative processes. The major types of qualitative research are shown in this slide and explained in more detail on the following slides. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Qualitative Collection Method Depth Interview
Also called one-on-one interview Usually 20 minutes to 1 hour Nonstructured Interviewer will often probe to get more feedback (see following slide for probing) Session is usually recorded Depth interviews provide important information for targeting, positioning, and product redesign. They can be as short as 20 minutes or last up to an hour. The interview is often recorded, either with video or audio recordings so that the interviewer can play it back or transcribe the session to have all the details. To get the most from the subject, an interviewer will usually ask probing questions in order to gain more insights from the subject. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Probing Options for Interviews Figure 2.3
Probing subjects for more information can be very challenging, especially for people who are new to conducting research. Here is a group of questions which can be very helpful should you need to interview subjects for this course or another class. Note how the questions will be more effective in different questioning situations. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Qualitative Collection Method Focus Group
8-10 participants Respondents are recruited through a screener questionnaire Lasts about 2 hours Always taped or videotaped to assist analysis Often held in front of two-way mirrors Online focus groups are growing Whereas one-on-one interviews are conducted directly with the interviewer and a respondent, a focus group uses a small group of subjects for the research. Some researchers favor this approach because the respondents interact with each other and build off of each other’s comments. In addition, many people’s opinions are included in a shorter amount of time than individual interviews. A disadvantage of focus groups is that participants might not always be honest and are less willing to expose private thoughts and personal views due to the presence of other members. Researchers must balance the advantages and disadvantages of this method when deciding if it is right for their research project. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Limitations of Focus Group
Misuse – Some people consider the results as conclusive when it should be just exploratory. Misjudge – client and researcher bias. Respondent may give socially acceptable answers when in group Snowballing may influence the answers Difficult to moderate Difficult to code, analyze and interpret. Not representative of the general population and not projectable.

Screeneer Questionnaire- Figure 2.4
This is an example of a discussion guide for the research done for a food manufacturer and marketer. The participants would be screened and then invited to participate in the focus group. The moderator or leader of the focus group would use this guide to bring them through the session. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Focus Group https://www.youtube.com/watch?v=RrKqVF2qMA0
The Good, The Bad Moderators «The Moderator» 

Discussion Guides for Research
Step-by-step outline for depth interviews and focus groups Interviewers will often “improvise” and go beyond the discussion guide Discussion guides are an important part of focus groups and depth interviews. They provide an agenda for the session and help ensure that the researcher’s objectives that were established for the research plan are met. Some interviewers follow the guide exactly, but most will “go with the flow” and let the participants partly drive the direction of the research. This is not to say that the points on the discussion guide are not covered, just that the session has a more natural flow based on the feedback of the participants. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Qualitative Collection Method Projective Techniques
Research procedures designed to identify consumers’ subconscious feelings and underlying motivations Consist of a variety of disguised “tests” Projective techniques have their roots in psychoanalytic theory and practice. As a group, they tap into the consumer’s unconscious associations and motivations. There are a variety of these techniques and they are generally administered one-on-one with the respondent in a closed setting. In many situations, the research purpose is disguised and the respondent simply knows they are answering questions for a researcher. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Common Projective Exercises Table 2.1 (excerpt)
Description Word Associations The researcher has a list of words, some of them to be studied and some just as “filler.” The researcher asks the respondent(s) to react, one-at-a time, to each word by stating or (in a focus group setting) writing on a pad the first word that comes to mind, and to explain the link. Sentence Completion The researcher has a series of incomplete sentences that the respondent(s) needs to complete with a word or phrase. Photo/Visual for Storytelling The researcher creates/selects a series of photos of consumers, different brands or products, range of print ads, etc., to serve as stimuli. The respondents are asked to discuss or tell a story based on their response to a photo or some other visual stimulus. Role Playing Is quite similar to storytelling; however, instead of telling a story, the participant(s) will be given a situation and asked to “act out” the role(s), often with regard to a product or brand, or particular selling situation. Here are four of the most common projective exercises. You can see by the description of the techniques that it is often important that the researcher does not tell the subject the nature of the study. Many of these theories are based on the fact that people cannot easily locate and verbalize their true feelings toward a product category or brand. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Qualitative Collection Method Metaphor Analysis
Based on belief that metaphors are the most basic method of thought and communication Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and behavior. It is believed that much of communication is nonverbal and that people do not think as much in words as they do in images. Given this, they also use metaphors at the root of their thoughts and communication. The Zaltman Metaphor Elicitation Technique is based on this use of metaphors. In these studies, respondents are asked to find pictures that describe their thoughts, feelings, and beliefs about products, companies, and brands. The results are then combined to see if there are common themes or constructs that consumers mention in their results. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Qualitative Collection Method “Looking-In”
Look at information from threads and postings on social media, including blogs and discussion forums Methodology to capture consumers’ experiences, opinions, forecasts, needs, and interests There is an emerging field of consumer research that works to interpret online conversations. The web link on this slide brings you to Converseon, a company that is working in the field. With the growth in social marketing, there are increasing conversations and comments online regarding products and brands. Marketers can use this information to develop new products, introduce new features, and to gain a better understanding of their customers’ needs and wants. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Designing Primary Research
Quantitative Research Observation Experimentation Survey questionnaires Quantitative research findings are descriptive and empirical. Unlike qualitative research, they can often be generalized to larger populations. Quantitative research helps marketers “predict” future needs, trends, and levels of satisfaction and are heavily used in research. Observation and experimentation can often be done without the subject’s input but a survey always needs direct cooperation from the subject. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Data Collection Methods Observational Research
Helps marketers gain an in-depth understanding of the relationship between people and products by watching them buying and using products Helps researchers gain a better understanding of what the product symbolizes In observational research, the researcher does not interact with the subject but watches their actions and behavior. Observation research can be done in stores, in malls, and in people’s homes. Observation research is very helpful in uncovering problems with a product as well as to gain ideas for product improvements and new products. This type of research is often done to understand how people interact with the product, each other, the design of the stores, and complementary products. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Data Collection Methods Mechanical Observational Research
Uses mechanical or electronic device to record consumer behavior or response Consumers’ increased use of highly convenient technologies will create more records for marketers Audits are a type of mechanical observation which monitor sales Mechanical observation research eliminates the need for a trained observer gathering data on behaviors. These mechanical tools can count and record customer behavior. Examples of mechanical observation methods are electronic traffic counters, videotape technology, and meters. In addition, a customer’s usage of frequent shopper cards at stores will help provide data to the retailers and brand managers. Researchers working in this area must always respect the consumer’s right to privacy. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Data Collection Methods Experimentation
Can be used to test the relative sales appeal of many types of variables An experiment is usually controlled with only some variables manipulated at a time while the others are constant Test markets are conducted on a single market area Experimentation can be conducted in laboratories or in the field Experimentation is useful for researchers in testing variables, including package design, alternative price points, and promotional offers. It is helpful for understanding cause-and-effect situations like the change in sales that is associated with a coupon. An example of an experiment might be to find out how much the use of a celebrity endorser will affect sales. Experiments can be carried out in the field as is the case for test markets. Test markets involve bringing the product to market in only one area and then measuring customer response. With this limited roll-out, marketers can decide if a national campaign and introduction make sense for their product. Experiments can also take place in a lab, on the Internet, and by using virtual reality methods. These more “remote” types of experiments are growing in usage because they are very cost efficient for marketers. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Discussion Questions What might direct marketers test in experiments? How can they use the results? What might direct marketers test in experiments? Direct marketers often test their promotion. For example, a catalog marketer can send one catalog that offers free shipping and another can offer 20% off. The marketer will then see which offer is stronger and results in the most orders and the larger order sizes. How can they use the results? They use the results in designing future promotions and to refine their marketing. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Data Collection Methods Table 2.2
Mail Telephone Personal Interview Online Cost Low Moderate High Speed Slow Immediate Fast Response rate Self-selected Geographic flexibility Excellent Good Difficult Interviewer bias N/A Problematic Interviewer Supervision Easy These are the four major survey methods. This table summarizes their advantages and disadvantages. As you can see, they differ in their speed, costs, response rate – three very important factors to consider when designing market research. Online surveys are becoming increasingly popular because they are easy to use, inexpensive, and can reach very spread-out respondents. This web link is to surveymonkey.com which is one of the most popular online survey websites. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Validity and Reliability
If a study has validity, it collects the appropriate data for the study. A study has reliability if the same questions, asked of a similar sample, produce the same findings. It is important for research to be both valid and reliable. It is only with these two characteristics that you can ensure that the data you have collected is useful for the purpose and can be expanded from the sample to the population. Validity asks the question of whether the data is really applying to the objectives you have set and reliability tells you, the researcher, if the results would be repeated if conducted on a similar group at the same time. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Data Collection Methods Questionnaires
The primary data collection method Must include substantive questions that are relevant to survey objectives and demographic questions. Both open ended questions (difficult to code) and closed- ended questions. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Attitude Scales Likert scales Semantic differential scales
Asked to agree or disagree with a statement Easy to prepare & interpret Simple for consumers Likert scales Includes bipolar adjectives i.e: good/bad, like/dislike Relatively easy to construct and administer Semantic differential scales Measures likelihood consumers will act a certain way Easy to construct and administer Behavior intention scales Items ranked in order of preference in terms of some criteria Rank-order scales Attitude scales are used to help researchers understand evaluations of certain product and brand attributes. The four scales in this slide are the most commonly used attitude scales. In general, these scales are easy to administer and provide excellent information for the researcher. You have probably taken many surveys that were full of attitude scales. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Customer Satisfaction Measurement
Customer Satisfaction Surveys Analysis of Expectations versus Experience Mystery Shoppers Customer Complaint Analysis It is important for every company to measure the level of customer satisfaction. Analysis can be quantitative as in the case of customer satisfaction surveys. With these surveys, it is important to measure the difference between what the customer expected from the company and their perception of what they received. Qualitative analysis might include mystery shoppers who pose as customers in order to interact with service personnel. The mystery shopper files a report on how effectively the employees work with customers. Companies should have a system where they can analyze their customer complaint data so that they can make changes for improvement. A good complaint analysis system should encourage customers to complain and provide suggestions for improvements in service and products. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Sampling and Data Collection
Samples are a subset of the population used to estimate characteristics of the entire population. A sampling plan addresses: Whom to survey How many to survey How to select them Researcher must choose probability or nonprobabililty sample. It is almost always impossible to get information from every member of the population. This is why marketers need to use a sample of the population. To determine the sample a researcher will use, it is important to put together a sampling plan which includes the details on whom to survey, how many to survey, and how the survey respondents will be chosen. Once this is decided, the marketer can choose a probability or nonprobability sample. The basic difference between these two types of samples is that in a probability sample, every member of the population has a chance of being selected as opposed to a probability sample, where the researcher uses their judgment to select the respondents for the sample. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 47 Chapter Two Slide

Data Analysis and Reporting Findings
Open-ended questions are coded and quantified. All responses are tabulated and analyzed. Final report includes executive summary, body, tables, and graphs. The responses from qualitative research are analyzed in addition to the results of the quantitative research. For survey data, the open-ended responses are coded so that they can be entered into a spreadsheet or analysis software. Once all the data is entered, it is tabulated and then analyzed. The final step of the research process is to put together a report. In addition to the executive summary, body, tables, and graphs, the research report might include strategic recommendations based on the research findings. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Slide

Homework Analyse Different Generations in Population
List the primary data sources. How did you reach to the information. Please, prepare a 5 minutes ppt.

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