Reference no: EM132949438

Carlos Ghosn, president of Nissan Motor Co., was brought in to revive the financially troubled company shortly after the French automaker, Renault, acquired a controlling interest in Nissan. Ghosn is not afraid to take different paths and knows that taking risks to meet consumer demand is what business is all about. Ghosn orchestrated a product revival at Nissan that included a return of the iconic Z sports car and entries in new segments such as the Murano crossover SUV and Titan full-size truck. At the same time under his Nissan Revival Plan, he cut costs, reduced debt, improved efficiency, and returned the company to profitability. Nissan wants to continue its efforts to enhance the effectiveness of its marketing well into 2015. As part of that, Nissan would like to conduct mall-intercept interviews with consumers to determine the type of positioning for the Z sports car, particularly 350Z, which will appeal to the younger buyers. The questionnaire is a mix of unstructured and structured questions. Some of the questions require substantial probing of the respondents, and the supervision of the interviewers will be critical to collecting good-quality data.

Q1. In what areas should the supervisors be trained to closely monitor the interviewers?

Q2. Discuss the role of the supervisor training you recommend in enabling Carlos Ghosn to identify the needs of the younger sports car buyers.