Manufacturer of high-speed copiers was introducing new model

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1. What research design (e.g., Exploratory, Descriptive or Causal) and research technique (e.g., focus group, secondary data, etc.) would you recommend in these two cases? In each case, justify your choice.

a) A manufacturer of high-speed copiers was introducing a new model. The manager had to decide between two advertising programs for this product. He liked advertising program "A" and was sure that it would sell more than its counterpart program "B". The next day, he was supposed to meet the VP of Marketing to plan an appropriate study to aid them in their final decision as to which program would be more appropriate.

b) A local hotel was concerned with improving the quality of their service. Specifically, management wanted to assess whether their customers were dissatisfied with the current service, and the nature of their dissatisfaction.

2. The purpose of the Malcolm Baldrige National Quality Award is to:

stimulate efforts to improve quality

recognize quality achievements of U.S. companies

publicize successful quality programs

all of the above

Reference no: EM132185541

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