What's wrong with each proposal, how to modify it, and why
was now positioned. He also felt that he needed a their preferences, and their purchase profile. With much more reliable fix on the current Smith customers such information he would be in a much better posi- in terms of their age, the stores in which they shop, tion to identify alternatives and evaluate them. Assignment Develop a research design including: 1. The type of survey to be employed 2. A questionnaire 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? 2. How often do you use your compactor? a. Home owner? 3. Is it satisfactory? b. Home renter? 4. Any problems? c. Apartment renter? CASE 12-4 promoting the player as a fashion accessory. They Wave Mp3 Player intend to conduct a segmentation study involving sample of 2,500 respondents across the United States Wave mp3 player, a leading Chinese brand has plans to know about the consumer preferences. They have to enter in to the U.S. market. Currently, they have been decided to administer the survey using the mall-intercep marketing their products by focusing on their low price technique. They are keen to know about the perception and utility value of the players. They wish to break of other leading brands in the United States, the use away from this mold and concentrate on branding, and profile and usage characteristics. Assignment 1. Can you think of some questions that can be included in a survey of this nature? 2. What are the issues with this type of international survey research? 352CASE 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? 2. How often do you use your compactor? a. Home owner? b. Home renter? 3. Is it satisfactory? 4. Any problems? c. Apartment renter?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? 2. How often do you use your compactor? a. Home owner? 3. Is it satisfactory? b. Home renter? 4. Any problems? c. Apartment renter
