Chapter 8

Q-2.

Wisk detergent decides to run a test market to see the effect of coupons and in-store advertising on sales. The index of sales is as follows:

Element in Test Market Weeks before Coupon Week of Coupon Week after Coupon Without in-store ads 100 144 108 With in-store ads 100 268 203 What are your conclusions and recommendations?

Q-4.

The format in which information is presented is often vital. (a) If you were a harried marketing manager and queried your information system, would you rather see the results in tables or charts and graphs? (b) What are one or two strengths and weaknesses of each format?

Q-4.

Look back at Figure 8-4. Which questions would you pair to form a cross tabulation to uncover the following relationships? (a) Frequency of fast-food restaurant patronage and restaurant characteristics important to the customer; (b) Age of the head of household and source of information used about fast-food restaurants; (c) Frequency of patronage of Wendy's and source of information used about fast-food restaurants; and (d) How much children have to say about where the family eats and number of children in the household.

1. What things are most Important to you when you decide to eat out at a fast-food restaurant? 2. Have you eaten at a fast-food restaurant In the past month? 0 Yes 0 No 3. If you answered yes to question 2, how often do you eat at a fast-food restaurant? 0 Once a week or more 0 2 to 3 times a month 0 Once a month or less 4. How important is it to you that a fast-food restaurant satisfies you on the following characteristics? [Check the response that describes your feelings for each characteristic listed.] Very Somewhat Somewhat Very Characteristic Important Important Important Unimportant Unimportant Unimportant - Taste of food 0 O C 0' Q 0 I Cleanliness C O 0 C 0 0 II Price 9 0 G 0' U 0 a Variety of menu C O 0 0 G 0 5. For each of the characteristics listed below check the space on the scale that describes how you feel about 1Wendy's. Mark an X on only one of the five spaces for each characteristic listed. Characteristic Check the space that describes the degree to which Wendy' is . . . a Taste of food Tasty Not Tasty - Cleanliness Clean Dirty - Price Inexpensive Expensive - Variety of menu Broad Narrow 6. Check the response that describes your agreement or disagreement with each statement listed below: Strongly Don't Strongly Statement Agree Agree Know Disagree Disagree a Aduits like to take their families 0 G O 0 0 to fast-food restaurants a Our children have a say In where O O G O O the family chooses to eat 7. How important are each of the following sources of information to you when selecting a fast-food restaurant at which to eat? [Check one response for each source listed] Source of Very Somewhat Not at all Information Important Important Important - Television 0 O O 0 Newspapers 0 Q Q - Radio 6 O O - Billboards 0 O O I Internet 0 O O - Social networks 0 0 O 8. How often do you eat out at each of the following fast-food restaurants? [Check one response for each restaurant listed] Once a Week 2 to 3 Once a Month Restaurant or More Times a Month or Less - Burger King 0 0 Q - McDonaid' s 0 O 0 r We dy's 0 O 0 9. As head of the household, please answer the following questions about you and your household. [Check only one response for each question] a. What is your gender? 0 Maie 0 Female b. What is your marital status? Q Singie 0 Married Q Other Midowedlyorced. etc.) c. How many children under age 18 live in your home? 6 0 0 1 O 2 0 3 or more d. What is your age? 0 Under 25 9 2544 0 45 or older e. What is your total annual individuai or household income? 0 Less than $15,000 0 $i5,000$49.000 O Over $49,000