Reference no: EM131900203
Please answer the 3 parts to this question found in Marketing Research Textbook 8th edition. Thank you!
Joe Spivey is president of Advantage Research, Inc. The ?rm specializes in customized research for clients in a variety of industries by conducting computer-assisted mall interviews in ?ve of the largest malls in the United States. It operates a computer-assisted telephone inter-view (CATI) facility with 100 calling stations. Housed in this facility is an interactive voice response (IVR) capability. Its Advantage Online division specializes in online surveys and has recruited over 200,000 panel members residing in North America.
There is a database with over 250 bits of information (demographic, life-style, possessions, etc.) gathered and stored for every Advantage Online panel member. If necessary, Joe will subcontract the services of other research ?rms in order to provide his client with the most appropriate data collection method. In a daily meeting with his project directors, Joe discusses each client's special situation. Here is a summary of the major aspects of today's three client discussions.
Client 1: A small tools manufacturer has created a new device for sharpening high-precision drill bits. High-preci-sion drill bits are used to drill near-perfect holes in devices such as engine blocks. Such applications have demand-ing speci?cations, and drill bits may be used only a few times before being discarded. However, the new sharpen-ing device takes the bits back to original speci?cations, and the bits can be resharpened and used in as many as a dozen applications.
After testing the device and conducting several focus groups in order to get modi?cation sugges-tions, the client is now ready for more information on sales presentation methods. The project director and the client have developed several di?erent sales presentation formats. The client wishes to have some market evaluation of these presentations before launching a nationwide training pro-gram of the company's 125-person sales force.
Client 2: A regional bakery markets several brands of cookies and crackers to supermarkets throughout Califor-nia, Nevada, Arizona, and New Mexico. The product cat-egory is very competitive and competitors use a great deal of newspaper and television advertising, with the most pro-gressive competitors moving into social media advertising.
The bakery's vice president of marketing desires more ana-lytics in making the promotional decisions for the ?rm. She has lamented that while she spends several million dollars a year on promotions in the four states, she has no measure with which to evaluate the e?ectiveness of the expendi-tures. Advantage Research's project director has recom-mended a study that will establish baseline measures of top-of-mind brand awareness (called TOMA, this measure of awareness is achieved by asking respondents to name the ?rst three brands that come to mind when thinking of a product or service category, such as "cookies"), attitudes, and preferences.
Client 3: An inventor has developed a new device that sani-tizes a toothbrush each time the brush is used and replaced in the device. The device uses steam to sanitize the brush, and lab tests have shown the mechanism to be very e?ec-tive at killing virtually all germs and viruses. There is an app that communicates with the toothbrush sanitizer, track-ing its use and e?ectiveness, and noti?es the user when to replace the cleaning ?lters and ?uids.
The inventor has approached a large manufacturer that is interested in buy-ing the rights to the device. But the manufacturer wants to know if people have any concerns with toothbrush sanitiza-ion and whether or not they would be willing to purchase. a countertop, plug-in device with app to keep their tooth-brush sterile. The project director states that the manufac-turer is interested in a survey that covers the United States and Canada using a sample size of 3,000 representative people. The inventor is anxious to supply this information very quickly before the manufacturer loses interest in the idea.
1. For each client's survey, take each of the nine data col-lection methods identified in this chapter and specify what you think are the strongest and weakest aspects of using that data collection method for the client's survey situation.
2. Based on your analysis from the preceding ques-tion and taking into consideration any other relevant aspects, decide which is the best data collection method for each client's survey. Defend your choice in each case.
3. Assume that you are the project director recommend-ing the data collection method you have chosen for each client's survey in the preceding question, but during the next daily meeting, Joe and the other project directors vote your recommendations down. What is the next best data collection method in your mind for each client's survey? Defend your choice in each case.