How would you collect a stratified random sample

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Reference no: EM133203252 , Length: 6 pages.

Assignment: Advantages and Disadvantages of Likert Scales Marketing Application- Marketing Research Application

Instructions:

For each of the following scenarios, respond to the following questions. Your analysis should be approximately 6 to 8 pages and demonstrate an advanced knowledge. Be specific in your analysis.

I. Tide is one of the most popular consumer brands in the world. However, they are facing increased competition in the laundry detergent market and Tide is concerned that its brand image might not be as strong compared to previous years. From a strategic marketing perspective, Tide needs to make some changes to stay competitive.

i. How can Tide utilize descriptive research techniques to assess their brand image? What are the advantages and disadvantages of the descriptive research techniques you recommend?

ii. How can Tide use these techniques to test potential marketing strategies?

II. In recent years, Doritos has been aggressive in introducing new (and interesting) food options to their current product offerings. They have had to update their brand in order to stay competitive in the rapidly changing fast food and fast causal markets.

i. Describe how they might use test marketing to determining if a new flavor will be successful on a global scale. Also, what are the advantages and disadvantages of test marketing?

ii. Based on your knowledge, as it applies to the aforementioned Doritos scenario, is it more important to have strong internal validity or external validity in a test marketing study? Why?

III. Pretend that Temple University's Residence Life has decided to conduct a study to determine what influence living in dormitories versus off-campus housing versus commuting has on the academic performance of undergraduate and graduate students. You are being asked by Temple University's Residence Life to assist in the selection of a sample to measure.

i. What is the sample in this study, and what is the population?
ii. How would you collect a simple random sample?
iii. How would you collect a stratified random sample?
iv. How would you collect a cluster sample?
v. How would you collect a convenience sample?
vi. How would you collect a quota sample?

IV. Procter & Gamble has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. Procter & Gamble wants to determine consumers' willingness to adopt this new toothpaste before introducing it in the national marketplace.

i. What survey research method do you recommend, and why? What are potential issues with this administration?

ii. What type of scaling approach (comparative rating scale versus noncomparative rating scale) do you recommend, and why? What information will this scaling approach yield?

iii. How can P&G use a field experiment to better understand consumers' toothpaste preferences. Also, describe how they might utilize test marketing in this situation.

Reference no: EM133203252

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