Problem
A. What is involved in marketing research and why companies use it?
B. Describe how it is used each of the following marketing research methods:
a. Perceptual mapping for positioning
b. Scanner data for pricing and coupon experiments and brand switching
c. Surveys for assessing customer satisfaction
d. Focus groups for concept testing
e. Cluster analysis for segmentation
f. Conjoint analysis for testing attributes
C. Assume you are a top-level manager and decided to use a single focus group. You get excited you will know what some customers say, and be able to prepare a marketing plan with the results. Why do you know this is premature? On the other side, how many focus groups are enough to support a marketing plan?
D. Imagine designing a conjoint analysis for an ice-cream parlor. In particular, you're in charge of the phone and curve orders. While they're a simple foodstuff, they can be created in many combinations. What factors should you test in terms of your customers' likely preferences? Design a conjoint analysis that would result in identifying 2 or 3 popular combinations that your customers could order every day. Which combination would make your customers most satisfied?