DQ 3.5How Can Marketers Use Consumer Failures to Achieve Their Goals to Develop Promotional Appeals for Products and specific services? Give examples. Marketers can use consumers' failures to achieve their goals to develop promotional appeals for specific products and services by setting a goal with their product. If the product meets or exceeds the goal, consumers will be more likely to purchase the product again. “Consumers often view mediocre products with greater satisfaction than is actually guaranteed if product performance exceeds their expectations. » (Schiffman and Wisenblit, 2015, p. 59). By setting this objective that the product must be able to achieve, marketing will have succeeded in creating a feeling of accomplishment among the consumer. An example of this is Huggies Pull-Ups. Parents become embarrassed if they fail to potty train their child. It's much less awkward if the child is wearing a Huggie Pull-Up because they can easily take it off and throw it away without the child's pants getting a mess. Huggies taps into the struggles and failures that parents often face when trying to potty train their child. Another example is weight loss companies or gyms. At the start of every year, the most popular New Year's resolution is to start working out and lose that excess weight. Gyms and weight loss companies are profiting from the past year's failures related to not staying in shape. It is stated that “more people join gyms in January than any other month…after missing out, millions of dropouts continue to pay their monthly gym bills.” » (Preston, 2010). Gyms are able to use failures every year and consumers hope that they will be able to lose those few extra pounds.3.10Contrast with the major change...... middle of paper...... signed and collected for this purpose of a current research problem. Secondary research is existing information that was originally collected for a research purpose other than the present research. (Schiffman and Wisenblit, 2015). Secondary data can make primary research unnecessary if it can answer the question in part or in full. “One situation in which market research is unnecessary is where there is easy, or even free, access to authentic and reliable secondary data sources. » (Scheid, 2010). If there is secondary research that is free or answers part or the entire question, there would be no point in spending time and resources on primary research. Some examples of major sources of secondary data are government agencies, periodicals, newspapers or books. Many of them can be easily accessed in libraries and come from reliable sources..