Ally Wilches
MRKT 3510
Hogenauer
Market Research Exercise
September 14, 2012

Market Research Exercise

GAF is North America’s largest roofing manufacturer; the company prides itself in helping contractors build their businesses by matching the right roofing technology to their client’s specific needs. GAF, unlike many big companies, is privately held. The most useful internal data source that can be studied for market research purposes are the contracts GAF constructs with their clients. Their clients include major contractors and homebuilders. These contracts establish the guidelines of the builder-buyer relationship. The contract defines the terms of the roofing project that includes, financing, start and finish dates, draw schedules, insurance requirements, warranty information, and other relevant construction issues. The contract includes the names and contact information of all parties involved, this allows for easy communication, which is essential to get a job done efficiently. The roofing contract is an instrumental internal date source for market research and analysis because it provides information of the product that was sold, who it was sold to, when and where it was sold, and also it reveals why the product is being purchased. Why someone is purchasing the roofing service can be extracted from the contract because the contract outlines what the roof is being used for, e.g. new home, starting company, renovations, fixing damages. A qualitative research study that would be of potential benefit in marketing the