Question
In anticipation of the need to shift more of its automotive, hardware and housewares business to an ecommerce platform, Kanada Tyre management decides to conduct
In anticipation of the need to shift more of its automotive, hardware and housewares business to an ecommerce platform,Kanada Tyremanagement decides to conduct marketing research on consumer attitudes and purchase behavior with respect to on-line retailing.
a.What type of exploratory research shouldKanada Tyreconduct to gather primary data from Canadian consumers about on-line automotive, hardware and housewares retailing?
b.Suppose that exploratory research reveals that consumers purchase autmotive, hardware and housewares products online, but attitudes about on-linebanner advertising(e.g., ads embedded in webpages)are mixed.Design a descriptive study that: 1) measures attitudes with respect tobanner advertising and on-line retailing; 2) estimates on-line purchases of automotive, hardware and houseware products in the past six months; and 3) contrasts attitudes and behaviors for two key consumer segments served byKanada Tyre.
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