Integrated Case: Global Motors

Case 5.2 Integrated Case: Global Motors

Case Objective

You are required to recommend and investigate secondary data sources and online information sources relevant to the integrated case.

Case Questions

1. Go to secondary data sources such as your university’s online databases. You may want to talk to your librarian or search online for the most appropriate databases for this topic. Search for some articles on “global warming” or “climate change.” Take notes on the topics that are covered in the titles or abstracts and create an outline of the topics covered. This will help you become familiar with the subject in greater detail.

2. Scan several of the articles you’ve found and outline key points made in the articles. Organize the articles based on the topics covered and write a TWO-page paper on the topic using subheadings to cover the different issues you’ve discovered.

3. Evaluate the sources you’ve used in your paper according to the criteria outlined in this chapter. Do you believe some sources of information are more trustworthy than others? How would you determine trustworthiness?

4. If Nick Thomas wants to learn how consumers’ attitudes toward global warming are related to car-buying intentions, where might he find this data?

Case 6.2 Integrated Case: Global Motors

Case Objective

This exercise requires you to consider and recommend a qualitative research technique to the Global Motors integrated case. The objective is to gain some information that will assist in the advertising strategies to be used for the new models.

Case Questions

1.What technique identified in this chapter would help Ashley Roberts with this advertising task? Why?