CASE 12-3 5. Have you noticed any odor problems? (Skip if cov- Compact Lemon ered in question 4.) Our client is considering a new product. The con- Ben Johnson, a marketing research staff member, has cept involves a powerful lemon-scented cleaner in a been asked to provide a quantitative estimate of the convenient spray container to be used to clean trash demand for a new product concept, tentatively called compactors. This heavy-duty cleaner will clean more Compact Lemon. The concept involves a powerful spray easily because it is in spray form, and it will provide cleaner with a lemon scent to be used to clean trash the added benefit of a deodorizer. compactors. The product will involve a heavy-duty 6. Which of the following would describe your likeli- cleaner that will clean more easily than current com- hood to buy the product? petitors, which are not in a spray form, and that will Would buy it provide the added benefit of a deodorizer. Would very likely buy it Johnson has a research proposal for a telephone Would not very likely buy it survey-a national random sample of 600 homeowners Would not buy it screened to be owners of compactors would be phoned 7. What is your reaction to this idea? (Probe-any via a WATS line. Johnson wonders (1) whether the pro- other reactions?) posed questionnaire will deliver the necessary infor- 8. How often do you use deodorizers in the home? mation and (2) what improvements could be made. 9. How many people are living in your home? 10. What is your age? Proposed Questionnaire for Telephone Survey 11. Do you have children under eight years old? 1. Do you own a compactor? 12. Which are you? a. Home owner? 2. How often do you use your compactor? b. Home renter? 3. Is it satisfactory? c. Apartment renter? 4. Any problems