Problem
This problem requires reading the Zenith case in the HBS Coursepack. In the case, Zenith's decisionmakers must decide what, if any, marketing research should be conducted as it prepares to launch its first HDTV sets. Zenith is specifically interested in studying consumer preference for aspect ratios of the new products (HDTV standards were not yet set during the case period) and how those preferences "interact" or impact preferences for other attributes. This case serves as a good introduction to marketing research. As you work on your submissions, think about the concepts and ideas found in Chapter 3 of your textbook. In this case, Zenith has narrowed its research interests to a few key areas such as forecasts for HDTVs in the future and what, if any, methods can be used to study consumer preferences for the new products. Using the details in the case, please post a detailed analysis of the following questions.
How much of the existing information on TV buyers can be used to assess the HDTV market? Can you provide a forecast of HDTV sales based on available data? Consider the studies and surveys that the case lays out to give an idea of the market. What data you include are up to you. Finally, knowing the main interests of Zenith at this time, can you propose your own research questions and objectives that Zenith might use to develop its own marketing research?