1. Nivea would like to increase its share of the U.S. market. Define the management-decision problem.
2. Define an appropriate marketing research problem based on the management-decision problem identified in question 1.
3. Nivea would like to undertake research to understand the preferences of American consumers for skin care products. What type of research design should be adopted and why?
4. Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products. Which qualitative research techniques should be used and why?
5. If a survey is to be conducted to understand the preferences of American consumers for skin care products, which survey method should be used and why?
6. Develop Likert, semantic differential, and Stapel scales for determining consumers’ evaluation of skin care products. How would you implement these scales in social media?