Answered: 1. Propose and describe what research…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:Johan Wong, a senior researcher at Social Science Institute, made the following notes about several of his clients to you, a newly employed researcher: Client A is consumer packaged goods manufacturer with a well-established brand name. The client has focused on manufacturing and distribution for years while the marketing programme has been set on "auto-pilot". All had worked fine, though there was a hint of emerging problems when, in the preceding year, market share has fallen slightly. Now, our client has just reviewed the current market share report and notices that over the previous 12 months, the company's share has gradually eroded 15%. When market share falls, clients are eager to learn why and to take corrective actions. In these situations, we know immediately the problem is that we don't know what the problem is. There are many possible causes for this slippage. We need to determine the research design needed. Second, Client B is a manufacturer of several baked goods products sold in grocery stores throughout the country. Marketing is divided into five regional divisions in Malaysia. The five divisions have had a total autonomy over their advertising, though all of them have used TV advertising almost exclusively. Each division has tried several different TV ad campaigns; some were thought to be successful and others not as successful, but no one had ever formally evaluated the ad expenditures. A new marketing VP now wants to evaluate the advertising. She's interested in knowing not only the sales of the client's product sold during the different campaigns but also what happened to sales of competitors' brands. In this case, the client needs us to describe sale by stock-keeping unit (SKU) in the client's product category for each TV market and for each time period associated with each ad campaign. What research design do you recommend? Finally, Client C is in a very competitive category with equal market share of the top three brands. Our client is convinced that it has changed every marketing-mix variable possible except for package design. Since the three competitive brands are typically displayed side-by-side, Client C wants us to determine what factors of package design (eg-size, shape, colour and texture) cause an increase in awareness, preference for, and intention to buy the brand. What do you recommend for the appropriate research design? Questions 1. Propose and describe what research design you would recommend for each client? 2. For each research design you selected for three (3) clients, elaborate why you believe your choice of design is the correct choice? 3. What are the two (2) main components that need to exist in ensuring the quality of research design?

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