Week 3 Discussion Questions

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Temple University *

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3511

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Marketing

Date

Feb 20, 2024

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docx

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Uploaded by ChancellorFlag13368

Week 3 Discussion Questions 1. Pretend that a marketing research firm would like to conduct a study of consumer preferences for fast-casual food options (e.g., Chipotle, Panera, Subway, Zoe's, Honeygrow, Au Bon Pain, etc.) in the United States. The firm will use survey research methodology. a. Briefly describe how you would utilize a stratified random sample to better understand consumer preferences for fast-casual food options in the United States. b. Briefly describe how you would utilize a convenience sample to better understand consumer preferences for fast-casual food options in the United States. 2. The store manager of an independent specialty grocery store thought customers might stay in the store longer if slow, easy-to-listen to music were played over the store’s intercom system. After some thought, the manger considered whether he should hire a marketing researcher to design an experiment to test to the influence of music tempo on shoppers’ behaviors. a. How would you operationalize the independent variable? b. What 2 dependent variables do you think might be important in this experiment? 3. A tissue manufacturer that has the fourth-largest market share plans to experiment with a 50-cent off coupon during November and a buy one, get one free coupon during December. The experiment will take place at Target stores in St. Louis and Kansas City. In addition, coupons will be issued either through the Internet or the local newspaper. Sales will be recorded by scanners from which mean tissue sales for each month can be computed and interpreted. a. What is the independent variable? What is the dependent variable? b. What are the potential issues with this experimental design? 4. Pretend that the Philadelphia Eagles have decided to conduct a study to determine if fans are interested in changing the team’s name to “Penguins” from “Eagles”. You are asked to assist in the selection of a sample to measure attitudes toward this change. a. How would you collect a simple random sample? b. How would you collect a stratified random sample? c. How would you collect a convenience sample? d. How would you collect a quota sample? 5. In recent years, Taco Bell has been aggressive in introducing new (and interesting) food options to their current product offering. They have had to update their brand in order to stay competitive in the rapidly changing fast food and fast causal markets. a. Describe how they might use test marketing to determining if a new flavor will be successful on a global scale. b. What are the advantages and disadvantages of test marketing? c. Is it more important to have strong internal validity or external validity in a test marketing study? Why?

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