Marketing Research
1.Industrial Health Technologies, Ltd. (IHT), located on the East Coast, is a manufacturer of industrial respirators. The R&D department designed a prototype respirator that is battery powered and would extend the operating life of current models from 8 to 30 hours without recharging. A similar model introduced by another company, Deep Mine Safety Apparatus (DMSA) four months earlier was marginally successful. However, both IHT's and DMSA's models suffered from a technical flaw (using respirators for 30 hours without recharging required 18 hours of recharging the batteries). Still, IHT's management team, headed by Chuck Montford, was excited about the product's potential. He, with Carl Corydon, IHT's marketing manager, decided to do a sample survey to gauge customer reactions. A random sample of 100 firms was chosen from a list of East Coast firms. Mail questionnaires were designed to determine respondents' attitudes and opinions toward this new respirator. What type of research design they used. In this situation, is the research design appropriate? If yes, why? If no, why not? Provide specific suggestions.
2. You work for a Marketing Research company. Below are the notes you have for different clients. Describe what research design you would recommend for each client and the reason(s) why you selected the research design you recommended for each client. Write the name of the client (Client A), provide the answers for both questions which research design should be used & reasons for using the research design), then move to the next client.
a) Client A has a chain of 150 super-markets in eight states. Company is spending several million dollars a year on advertising. McBride wants to know what they can do with the advertising copy and layout of the ads that will generate the most attention. They conducted some exploratory research and found that potential consumers who were reading the paper don't recall seeing the McBride ads. Specifically, they want to know if adding color is worth the expense. Will color ads generate greater attention?
b) Client B: Brown is brand manager for a new candy bar, and he needs advice on promotional methods in the candy bar business. Specifically, he would like to know what promotional methods have been used over the past five years by candy bar brands and how those promotions had an impact on sales.
c) Client C: Carolyn Phillips, French Yarbrough, and Jeff Rogers are part of a start-up company that has been working on a new toothbrush storage and sanitation device. The new product steam sanitizes the toothbrushes overnight to make them virtually germ-free. we have conducted some focus groups. Thus far, all had gone well and all indicated "go."? Now, Phillips, Yarbrough, and Rogers think they are ready to introduce the product to the country. They have had several discussions with large retail chains. Retail chains are interested but they want to see more evidence that the market will accept the devices and They request to see results from a research study using a representative sample of U.S. and if they would be willing to pay $x to buy it.
1.Industrial Health Technologies, Ltd. (IHT), located on the East Coast, is a manufacturer of industrial respirators. The R&D department designed a prototype respirator that is battery powered and would extend the operating life of current models from 8 to 30 hours without recharging. A similar model introduced by another company, Deep Mine Safety Apparatus (DMSA) four months earlier was marginally successful. However, both IHT's and DMSA's models suffered from a technical flaw (using respirators for 30 hours without recharging required 18 hours of recharging the batteries). Still, IHT's management team, headed by Chuck Montford, was excited about the product's potential. He, with Carl Corydon, IHT's marketing manager, decided to do a sample survey to gauge customer reactions. A random sample of 100 firms was chosen from a list of East Coast firms. Mail questionnaires were designed to determine respondents' attitudes and opinions toward this new respirator. What type of research design they used. In this situation, is the research design appropriate? If yes, why? If no, why not? Provide specific suggestions.
2. You work for a Marketing Research company. Below are the notes you have for different clients. Describe what research design you would recommend for each client and the reason(s) why you selected the research design you recommended for each client. Write the name of the client (Client A), provide the answers for both questions which research design should be used & reasons for using the research design), then move to the next client.
a) Client A has a chain of 150 super-markets in eight states. Company is spending several million dollars a year on advertising. McBride wants to know what they can do with the advertising copy and layout of the ads that will generate the most attention. They conducted some exploratory research and found that potential consumers who were reading the paper don't recall seeing the McBride ads. Specifically, they want to know if adding color is worth the expense. Will color ads generate greater attention?
b) Client B: Brown is brand manager for a new candy bar, and he needs advice on promotional methods in the candy bar business. Specifically, he would like to know what promotional methods have been used over the past five years by candy bar brands and how those promotions had an impact on sales.
c) Client C: Carolyn Phillips, French Yarbrough, and Jeff Rogers are part of a start-up company that has been working on a new toothbrush storage and sanitation device. The new product steam sanitizes the toothbrushes overnight to make them virtually germ-free. we have conducted some focus groups. Thus far, all had gone well and all indicated "go."? Now, Phillips, Yarbrough, and Rogers think they are ready to introduce the product to the country. They have had several discussions with large retail chains. Retail chains are interested but they want to see more evidence that the market will accept the devices and They request to see results from a research study using a representative sample of U.S. and if they would be willing to pay $x to buy it.
0 comments:
Post a Comment