Customers using the drive up window at fast food restau-rants are sometimes greeted by a message encouraging them to purchase an item that’s currently “on special.”Marketing researchers at one restaurant chain want to testthe effectiveness of such a message. They have selected 10 of their restaurants in various locations for an experi-ment, and are considering two different designs. Design I: 5 of the restaurants will use the messageand the other 5 will not.Design II: Each restaurant will alternate betweenplaying or not playing the message as customersarrive at the drive-thru order station.a) Describe a method of assigning the restaurants tothe groups for Design I using this list of randomdigits: 08530 08629 32279 29478 50228b) Which do you think is the better design? Explain why.c) For the design you chose in part b, describe the datayou would collect and the method of analysis youwould use to determine whether there is evidence thatthe message improves sales of the special item.

Customers using the drive up window at fast food restau-rants are sometimes greeted by a message encouraging them to purchase an item that’s currently “on special.”Marketing researchers at one restaurant chain want to testthe effectiveness of such a message. They have selected 10 of their restaurants in various locations for an experi-ment, and are considering two different designs. Design I: 5 of the restaurants will use the messageand the other 5 will not.Design II: Each restaurant will alternate betweenplaying or not playing the message as customersarrive at the drive-thru order station.a) Describe a method of assigning the restaurants tothe groups for Design I using this list of randomdigits: 08530 08629 32279 29478 50228b) Which do you think is the better design? Explain why.c) For the design you chose in part b, describe the datayou would collect and the method of analysis youwould use to determine whether there is evidence thatthe message improves sales of the special item.

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter1: An Overview Of Strategic Marketing

Section1.2: Dollar Shave Club: The Company For Men

Problem 1C

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