The sound of engines roaring . . . the voices of screaming fans . . . the beating of hearts pumping . . . the excitement of NASCAR! The National Association of Stock Car Auto Racing (NASCAR) is a company unlike any other. Although it generates excitement in fans all across the nation, NASCAR has been stereotyped as only appealing to Southerners with lower incomes who work in laborer-type jobs. Brian France, CEO of NASCAR, wanted to increase its audience and change its stereotyped image. NASCAR conducted exploratory research to identify ways to penetrate the nonrace market, reach younger fans, and build its brand image across the nation. Extensive focus groups revealed that: (1) NASCAR had a rural sports image, (2) this image was not necessarily negative, and (3) companies that supported sports were viewed positively.

Questions

a. Do you think the research design adopted by NASCAR was appropriate? Why or why not?

b. What research designs would you recommend? (3+2=5 marks)

3. State the research problems for each of the following management decision problems:

a. i. Should the in-store promotion for an existing product line be increased?

ii. What pricing strategy should be adopted for a new product?

b. "Quantitative research is more important than qualitative research because it results in statistical information and conclusive findings." Discuss your rationale. (1+1+3=5 marks)