Case 2.1
Maxfli: Going For the Long Ball
1.
It is likely that Maxfli began with exploratory research by conducting focus groups to
uncover the motivations behind golf ball purchases. Following the focus groups, Maxfli
conducted descriptive research (consisting of a survey administered via personal interviews with
golfers on the golf course).
2.
They wanted to uncover how consumers identified golf balls (by brand name,
manufacturer, or some unique identifier). The focus group research indicated that every golf ball
needs an identifier. This allows golfers to tell one another about the type of golf balls they use,
which is important to most golfers. The focus group also revealed that golf is as much a mental
challenge as it is a physical one. Accordingly, Maxfli’s goal became to quiet that little voice
inside golfer’s heads. They wanted to find what types of products golfers are looking for and
present it in a way that eases their state of mind. The focus groups are the most appropriate
technique for this purpose.
3.
The telephone survey is not the most appropriate method for determining the preferences
of representative golfers for golf balls, as some demonstration on the part of the
interviewer/respondent may be needed during the interview. The telephone does not provide
face-to-face interaction between the interviewer and the respondent. Also, it might be difficult to
identify and contact golfers via the telephone. A demonstration can best be provided on the golf
course. Hence, the most appropriate method would be to interview golfers on selected golf
courses. It is superior in terms of the use of physical stimuli, sample control, flexibility, and the
complexity of questions that can be asked.
4.
Internet helps in locating information about golf by providing easy and fast access to
search engines and relevant Web sites.
C2 - 1
Case 2.2
Can the Caddie Make a Comeback?
1.
What should GM do to revive the Cadillac division?
2.
The marketing research problem is to determine the relative strength and weakness of
Cadillac versus foreign competition such as Mercedes, BMW, and Lexus with respect to factors
that influence preference and purchase. Specifically, research must answer the following
questions:
a.
What factors influence the consumers’ selection of a luxury car brand?
b.
How do consumers evaluate Cadillac and its competitors on the factors
identified in question a?
c.
What are the major factors that differentiate Cadillac from competition? How
important are these factors?
d.
What is the demographic and psychographic profile of customers who buy
Cadillac cars? How does it differ from the profile of those who buy foreign
luxury cars?
3.
Available internal secondary data should be analyzed first when followed by external
secondary data. Sources of external secondary data for luxury cars may include general business
sources such as trade journals, government publications, and computerized databases such as
ABI/Inform.
4.
The required information may be obtained by searching the Internet.
5.
Qualitative research provides insights and understanding of the problem setting, whereas
quantitative research seeks to quantify the data and, typically, applies some form of statistical
analysis. Focus groups among Cadillac users and users of other luxury brands would be
recommended to understand why they buy or do not buy Cadillac. The focus groups in two
different age and gender groups would be also helpful to identify specific needs.
6.
Income is a critical factor in the purchase of a luxury car and so the target population
consists of high income individuals. These high income individuals can be included in the
sample by making use of a mail panel. Moreover, a mail panel will be acceptable in terms of
response rate and cost.
7.
Observation involves recording the behavioral patterns of people, objects, and events in a
systematic manner to obtain information about the phenomenon of interest. The observer does
not question or communicate with the people being observed. Information may be recorded as
the events occur or from records of past events. In this case, personal or mechanical observation
(using hidden cameras) may be used to observe people as they view luxury cars in car shows.
Trace analysis may also be used inexpensively and creatively by tracking the people who visit
the Cadillac Web site.
8.
We could use Likert type scales to obtain diverse consumers’ evaluations of Cadillac and
competing brands on important attributes. Please see the Cadillac questionnaire.
9.
See the Cadillac questionnaire in the following.
C2 - 2
CADILLAC QUESTIONNAIRE
PART A
Q1. What type of cars do you currently own? Please check all that apply.
a. _____ SUV
b. _____ Sports Car
c. _____ Compact Sedan
d. _____ Luxury Vehicle
e. _____ Family 4-door
f. _____ Other (Please specify)
Q2. If you were planning to purchase a new car, which car type would you choose?
a. _____ SUV
b. _____ Sports car
c. _____ Compact Sedan
d. _____ Luxury vehicle
e. _____ Family 4-door
g. _____ Other (Please specify)
Q3. Which of the following vehicles have you ever purchased? Please check all that apply.
a. _____ Mercedes
b. _____ Cadillac
c. _____ BMW
d. _____ Lexus
e. _____ Audi
f. _____ Lincoln
Q4. Please rate the importance of the following attributes that would affect your decision to
purchase a Luxury Vehicle.
Not at all
Very
Important
Important
a. Overall Value
1
2
3
4
5
b. High Quality
1
2
3
4
5
c. Brand Name/Image
1
2
3
4
5
d. Country of Origin
1
2
3
4
5
e. Safety/Performance
1
2
3
4
5
f. Price/Finance
1
2
3
4
5
g. Fashion/Feature
1
2
3
4
5
h. Size of Car
1
2
3
4
5
i. Gas Mileage
1
2
3
4
5
j. Customer Service
1
2
3
4
5
k. Maintenance
1
2
3
4
5
l. Warranty
1
2
3
4
5
m. Advertising
1
2
3
4
5
C2 - 3
Q5. Please rate Mercedes based on your experience and or perception of this car.
a. Overall Value
b. High Quality
c. Brand Name/Image
d. Country of Origin
e. Safety/Performance
f. Price/Finance
g. Fashion/Feature
h. Size of Car
i. Gas Mileage
j. Customer Service
k. Maintenance
l. Warranty
m. Advertising
Poor Experience/
Perception
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
3
3
3
3
3
3
3
3
3
3
3
3
3
Good Experience/
Perception
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
Q6. Please rate Cadillac based on your experience and or perception of this car.
a. Overall Value
b. High Quality
c. Brand Name/Image
d. Country of Origin
e. Safety/Performance
f. Price/Finance
g. Fashion/Feature
h. Size of Car
i. Gas Mileage
j. Customer Service
k. Maintenance
l. Warranty
m. Advertising
Poor Experience/
Perception
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
3
3
3
3
3
3
3
3
3
3
3
3
3
Good Experience/
Perception
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
Q7. Please rate BMW based on your experience and or perception of this car.
a.
b.
c.
d.
e.
Overall Value
High Quality
Brand Name/Image
Country of Origin
Safety/Performance
Poor Experience/
Perception
1
2
1
2
1
2
1
2
1
2
C2 - 4
3
3
3
3
3
Good Experience/
Perception
4
5
4
5
4
5
4
5
4
5
f. Price/Finance
g. Fashion/Feature
h. Size of Car
i. Gas Mileage
j. Customer Service
k. Maintenance
l. Warranty
m. Advertising
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
Q8. Please rate Lexus based on your experience and or perception of this car.
a. Overall Value
b. High Quality
c. Brand Name/Image
d. Country of Origin
e. Safety/Performance
f. Price/Finance
g. Fashion/Feature
h. Size of Car
i. Gas Mileage
j. Customer Service
k. Maintenance
l. Warranty
m. Advertising
Poor Experience/
Perception
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
3
3
3
3
3
3
3
3
3
3
3
3
3
Good Experience/
Perception
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
Q9. Please rate Audi based on your experience and or perception of this car.
a. Overall Value
b. High Quality
c. Brand Name/Image
d. Country of Origin
e. Safety/Performance
f. Price/Finance
g. Fashion/Feature
h. Size of Car
i. Gas Mileage
j. Customer Service
k. Maintenance
l. Warranty
m. Advertising
Poor Experience/
Perception
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
C2 - 5
3
3
3
3
3
3
3
3
3
3
3
3
3
Good Experience/
Perception
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
Q10. Please rate Lincoln based on your experience and or perception of this car.
a. Overall Value
b. High Quality
c. Brand Name/Image
d. Country of Origin
e. Safety/Performance
f. Price/Finance
g. Fashion/Feature
h. Size of Car
i. Gas Mileage
j. Customer Service
k. Maintenance
l. Warranty
m. Advertising
Poor Experience/
Perception
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
1
2
3
3
3
3
3
3
3
3
3
3
3
3
3
Good Experience/
Perception
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
4
5
Q11. Please indicate your preference for the following brands of luxury cars by using a fivepoint scale, where 1 = Not at all Preferred, and 5 = Greatly Preferred.
a.
b.
c.
d.
e.
f.
Mercedes
Cadillac
BMW
Lexus
Audi
Lincoln
Not at all
Preferred
1
2
1
2
1
2
1
2
1
2
1
2
3
3
3
3
3
3
4
4
4
4
4
4
Q12. How often do you change your car (s)?
a. _____ Every year
b. _____ Every 2 years
c. _____ Every 3 years
d. _____ Every 4-5 years
e. _____ After more than 5 years
Q13. What is the price range for your next car purchase?
a. _____ Maximum $10,000
b. _____ Maximum $20,000
c. _____ Maximum $30,000
d. _____ Maximum $40,000
e. _____ Maximum $50,000
f. _____ More than $50,000
C2 - 6
Greatly
Preferred
5
5
5
5
5
5
PART B
In this part, we would like to ask you some questions for classification purposes.
Q14.
Your Gender:
1. Male
2. Female
_____
_____
Q15.
Marital Status:
1. Married
_____
2. Never Married
_____
3. Divorced/Separated/Widowed _____
Q16.
Family Size:
1. One
2. Two
3. Three
4. Four
5. Five or more
Q17. Your Age:
1. 18-24
2. 25-40
3. 41-60
4. 60+
Q18. Your Formal Education
1. Less than High School
2. High School Graduate
3. Some College
4. College Graduate
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
Q19. What is Your Occupation?
____________________
Q20. What is the approximate combined annual income of your household before taxes?
1. $30,000 or less
_____
2. $30,001 to 50,000
_____
3. $50,001 to 75,000
_____
4. $75,001 to 100,000
_____
5. $100,001 to 150,000
_____
6. $150,001 and over
_____
Thank you for your participation.
_______________________________________________________________________
C2 - 7
10.
Stratified sampling could be used to select survey respondents. Stratified sampling
differs from quota sampling in that the sample elements are selected probabilistically rather than
based on convenience or judgment. A major objective of stratified sampling is to increase
precision without increasing cost. The sample should be stratified based on income, age and
gender.
C2 - 8
Case 2.3
Research Prompts HCA-Healthcare to Reevaluate its Internet Focus
1.
HCA can conduct a survey that users can complete concerning their information needs.
2.
Surveys posted to an Internet Web site, such as HCA’s, are relevant to consumers’
general information needs and also to their health care needs because health care information is
the seventh-largest category of information requested by Internet users.; however, some Internet
users may have privacy concerns in responding to a health care survey posted on a Web site.
3.
a.
Listed below are different opinions about HCA. Please indicate how strongly you
agree or disagree with each by using the following scale. 1= Strongly disagree, 2 =
Disagree, 3 = Neither agree nor disagree 4 = Agree, 5 = Strongly agree
* I am satisfied with the health care services provided by HCA: 1
2
3
4
5
b.
This part of the study measures how satisfied you are with HCA by having you
judge your satisfaction on a descriptive scale bounded at each end by one of two bipolar
adjectives. Please mark (X) in the blank that best indicates how accurately one or the
other adjective describes how satisfied you are with health care service by HCA.
* Unsatisfied
-- -- -- -- -- -- -- Satisfied
c.
Please evaluate how accurately each word or phrase describes HCA. Select a plus
number for the phrases you think describe it accurately. The more accurately you think
the word or phrase describes HCA, the larger the plus number you should choose. You
should select a minus number for phrases you think do not describe it accurately. The
less accurately you think the phrase describes HCA, the larger minus number you should
choose. You can select any number, from +5 for phrases you think are very accurate, to –
5 for phrases you think are very inaccurate.
HCA
+5
+4
+3
+2
+1
I am satisfied
-1
-2
-3
-4
-5
d.
Are you satisfied with the health care services provided by HCA?
C2 - 9
------- Yes
------- No
11.
Sampling potential respondents who are surfing the Internet is meaningful only if the
sample generated is representative of the target population. To avoid sampling errors, the
researcher must be able to control the pool from which the respondents are selected. Also, it
must be ensured that the respondents do not respond multiple times (“stuff the ballot box”).
These requirements are met by e-mail surveys, in which the researchers select specific
respondents. Furthermore, the surveys can be encoded to match the returned surveys with their
corresponding outbound e-mailings. This also can be accomplished with Web surveys by emailing invitations to selected respondents and asking them to visit the Web site on which the
survey is posted. In this case, the survey is posted in a hidden location on the Web, which is
protected by a password; hence, non-invited Web surfers are unable to access it.
C2 - 10
Case 2.4
Bloomingdale’s: Inviting The Bloom Into The Store
1.
Bloomingdale’s should have conducted exploratory research followed by descriptive
research. The findings from focus groups should have been confirmed by a survey based on a
large sample before making changes in the store architecture and design. The findings of
qualitative study are misused when they are regarded as conclusive and are used to make
generalizations to the population of interest.
2.
The available internal secondary data should be analyzed first to obtain valuable
information, for example, sales by product line, by department store, by specific stores,
geographical region, by cash vs. credit purchases, in specific periods, by size of purchases, and
sales trends.
External secondary data sources such as guides, directories, indexes, nongovernmental
statistical data, census data, other governmental publications, numeric databases, full-text
databases, directory data base, and syndicated data should also be consulted.
3.
‘Retailer and wholesaler audits’ or ‘retailing audits for retailing information’ would be
useful for understanding consumer preferences for department stores. Psychographic and
lifestyle surveys by syndicated firms can provide information on trends relevant to retailing.
Nielsen TV Index provides information on the TV audience for different programs that can be
useful for placement of TV commercials. Information on the effectiveness of advertising in print
media (available from RoperASW) should also be consulted.
4.
A projective technique is an unstructured, indirect form of questioning that encourages
respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the
issue of concerns. The respondents’ attitudes are uncovered by analyzing their responses to
scenarios that are deliberately unstructured, vague, and ambiguous. The more ambiguous the
situation, the more respondents project their emotions, needs, motives, attitudes, and values.
This indirect approach helps to understand consumers’ preference for department stores more in
depth without telling the respondents the true purpose of the research. Association, completion,
construction and expressive techniques can all be used to gain useful insights.
5.
Mall-intercept personal interviews could be used because the interviewers can easily
recruit department store shoppers in the mall area and it is more efficient for the respondent to
come to the interviewer than for the interviewer to go to the respondent. Moreover this
technique will provide very good sample control and flexibility, and complex questions can be
asked.
6.
See the questionnaire that follows.
BLOOMINGDALE’S QUESTIONNAIRE
PART A
Q1. How often did you shop in department stores during the past year?
a. _____ 0-3 times
b. _____ 4-6 times
c. _____ 7-9 times
d. _____ 10-12 times
e. _____ More than 12 times
C2 - 11
Q2. How much money did you spend in department stores during the past year?
a.
b.
c.
d.
e.
_____ $0-$500
_____ $500-$1000
_____ $1000-$2000
_____ $2000-$3000
_____ More than $3000
Q3. Please rate the importance of the following factors in your selection of a department store.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Overall Value
Price
Variety
Reliability
Convenience
Customer Service
Advertising
Location
Promotion
Loyalty Program
Not at all
Important
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
Very
Important
5
5
5
5
5
5
5
5
5
5
Q4. Which of the following would strongly affect your shopping experience?
a.
b.
c.
d.
e.
f.
Poor Lighting
Bad Customer Service
Poor Selection
Unattractive Store
Store Temperature
Loud Music
No Affect
at All
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
Very Strong
Affect
5
5
5
5
5
5
Q5. Which of the following department stores have you shopped at during the last six months?
Please check all that apply.
a. _____ Macy’s
b. _____ Rich’s
c. _____ Lazarus
d. _____ Goldsmith’s
e. _____ Bloomingdale’s
f. _____ Burdines
g. _____ The Bon Marche
C2 - 12
Q6. Please indicate your preference to shop in the following department stores using a seven
point scale, where 1 = Not at all Preferred, and 7 = Greatly Preferred.
a.
b.
c.
d.
e.
f.
g.
Macy’s
Rich’s
Lazarus
Goldsmith’s
Bloomingdale’s
Burdines
The Bon Marche
Not at all
Preferred
1
1
1
1
1
1
1
2
2
2
2
2
2
2
3
3
3
3
3
3
3
4
4
4
4
4
4
4
5
5
5
5
5
5
5
6
6
6
6
6
6
6
Greatly
Preferred
7
7
7
7
7
7
7
Q7. How many times have you shopped at Bloomingdale’s during the past year?
a. _____ 0-3 times
b. _____ 4-6 times
c. _____ 7-9 times
d. _____ 10-12 times
e. _____ More than 12 times
Q8. Please indicate your evaluation of Bloomingdale’s on the following factors using a sevenpoint scale where 1 = Very Poor, and 7 = Very Good.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Overall Value
Price
Variety
Reliability
Convenience
Customer Service
Advertising
Location
Promotion
Loyalty Program
Very Poor
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
Very Good
5
5
5
5
5
5
5
5
5
5
PART B
In this part, we would like to ask you some questions for classification purposes.
Q9.
Q10.
Your Gender:
1. Male
2. Female
_____
_____
Marital Status:
1. Married
_____
C2 - 13
2. Never Married
_____
3. Divorced/Separated/Widowed _____
Q11.
Family Size:
1. One
2. Two
3. Three
4. Four
5. Five or more
Q12. Your Age:
1. 18-24
2. 25-40
3. 41-60
4. 60+
Q13. Your Formal Education:
1. Less than High School
2. High School Graduate
3. Some College
4. College Graduate
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
Q14. What is Your Occupation?
____________________
Q15. What is the approximate combined annual income of your household before taxes?
1. $30,000 or less
_____
2. $30,001 to 50,000
_____
3. $50,001 to 75,000
_____
4. $75,001 to 100,000
_____
5. $100,001 to 150,000
_____
6. $150,001 and over
_____
Thank you for your participation.
_________________________________________________________________________
7.
Quota sampling method could be used to control characteristics of a sample. A sample
size of 500 would appropriate. A sample size of less than 400 is needed to estimate percentages
with 95% confidence level and 5% precision level. This size can serve as a guideline, although a
nonprobability sampling technique is being recommended.
C2 - 14
Case 2.5
Burger King is Frying to Become Number One in French Fries
1.
Management Decision Problem: What should Burger King do to beat McDonald’s and
become the french fry king?
2.
The marketing research problem is to determine consumer preferences for french fries.
More specifically, research should answer the following questions:
a. What criteria do consumers use in evaluating french fries?
b. How do consumers evaluate french fries of Burger King, McDonald’s and other
competitors on the choice criteria identified in (a)?
c. How important are french fries in consumers’ selection of a fast food hamburger
restaurant?
d. What is the demographic and psychographic profile of consumers who prefer
Burger King fries and how does that differ from the profile of consumers who
prefer McDonald’s fries?
3.
First, conduct exploratory research (e.g., secondary data analysis and focus groups among
Burger King consumers and McDonald’s consumers) to gain insights and in-depth understanding
about consumer preferences for french fries. Then, conduct conclusive research, such as paired
comparison taste test in blind format and a survey, to quantify the findings of exploratory
research.
4.
The required information may be obtained by conducting an Internet search.
5.
Consumers may have deeply felt emotions about french fries such as friendly, homely,
and my kind of taste. Such deeply felt emotions can be discovered by conducting depth
interviews. Depth interviews are recommended since substantial probing will be required.
6.
Mall-intercept interviews are appropriate because the respondents needs to see, taste, or
eat the product before they can provide meaningful information, so the use of physical stimuli
criterion dominates. This method is also very good in terms of sample control because the
profile of the mall shoppers closely matches the profile of the fast food customers.
7.
Comparative scaling techniques such as rank-order scaling could be used to measure
preference for french fries made by McDonald’s, Burger King, and Wendy’s: e.g.,
Please rank three french fries in order of preference by assigning a rank 1 to the most
preferred fries and a rank 3 to the least preferred fries.
Overall Preference
McDonald’s
______
Burger King
______
Wendy’s
______
8.
Taste
______
______
______
See the Burger King questionnaire in the following.
C2 - 15
Crispiness
______
______
______
Value
______
______
______
BURGER KING QUESTIONNAIRE
PART A
Q1. How often do you eat at a fast food restaurant?
a. _____ Once a month
b. _____ 2 to 3 times a month
c. _____ Once a week
d. _____ More than once a week
Q2. When do you go to fast food restaurants most often?
a. _____ Breakfast
b. _____ Lunch
c. _____ Dinner
Q3. Do you dine-in or drive-thru most often?
a. _____ Dine-in
b. _____ Drive-thru
c. _____ Do both equally
Q4. When you visit a fast food restaurant, how often do you order french fries?
a. _____ Every time
b. _____ 75% of the time
c. _____ 50% of the time
d. _____ 25% of the time
e. _____ Less than 25% of the time
Q5. How do you order french fries?
a. _____ With a Value Meal
b. _____ Fries and a Burger
c. _____ Fries and other
d. _____ Fries alone
Q6. Of the following fast food restaurants, which french fries do you like the best? Please check
only one.
a. _____ McDonald’s
b. _____ Burger King
c. _____ Wendy’s
Q7. Does the taste of french fries affect your selection of a fast food restaurant?
a. _____ Yes
b. _____ No
c. _____ Don’t Know
Q8. Please rate the importance of the following factors in your evaluation of french fries in a
fast food restaurant using a five-point scale where 1 = Not at all Important, and 5 = Very
Important.
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a.
b.
c.
d.
e.
f.
g.
h.
Overall Value
Taste
Crispiness
Hotness
Less Greasy
Price
Size
Shape
Not at all
Important
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
Very
Important
5
5
5
5
5
5
5
5
Q9. Please rate the McDonald’s french fries on the following attributes using a five-point scale,
where 1 = Very Poor, and 7 = Very Good.
Very Poor
Very Good
a. Overall Value
1
2
3
4
5
b. Taste
1
2
3
4
5
c. Crispiness
1
2
3
4
5
d. Hotness
1
2
3
4
5
e. Less Greasy
1
2
3
4
5
f. Price
1
2
3
4
5
g. Size
1
2
3
4
5
h. Shape
1
2
3
4
5
Q10. Please rate the Burger King’s french fries on the following attributes using a five-point
scale, where 1 = Very Poor, and 7 = Very Good.
Very Poor
Very Good
a. Overall Value
1
2
3
4
5
b. Taste
1
2
3
4
5
c. Crispiness
1
2
3
4
5
d. Hotness
1
2
3
4
5
e. Less Greasy
1
2
3
4
5
f. Price
1
2
3
4
5
g. Size
1
2
3
4
5
h. Shape
1
2
3
4
5
Q11. Please rate the Wendy’s french fries on the following attributes using a five-point scale,
where 1 = Very Poor, and 7 = Very Good.
Very Poor
Very Good
a. Overall Value
1
2
3
4
5
b. Taste
1
2
3
4
5
c. Crispiness
1
2
3
4
5
d. Hotness
1
2
3
4
5
e. Less Greasy
1
2
3
4
5
f. Price
1
2
3
4
5
g. Size
1
2
3
4
5
h. Shape
1
2
3
4
5
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PART B
In this part we would like to ask you some questions for classification purposes.
Q12.
Your Gender:
1. Male
2. Female
_____
_____
Q13.
Marital Status:
1. Married
_____
2. Never Married
_____
3. Divorced/Separated/Widowed _____
Q14.
Family Size:
1. One
2. Two
3. Three
4. Four
5. Five or more
Q15. Your Age:
1. 18-24
2. 25-40
3. 41-60
4. 60+
Q16. Your Formal Education
1. Less than High School
2. High School Graduate
3. Some College
4. College Graduate
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
_____
Q17. What is Your Occupation?
____________________
Q18. What is the approximate combined annual income of your household before taxes?
1. $30,000 or less
_____
2. $30,001 to 50,000
_____
3. $50,001 to 75,000
_____
4. $75,001 to 100,000
_____
5. $100,001 to 150,000
_____
6. $150,001 and over
_____
Thank you for your participation.
_________________________________________________________________________
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9.
Judgmental sampling could be used for the proposed mall-intercept surveys. Judgmental
sampling is a form of convenience sampling in which the population elements are selected based
on the judgment of the researcher. The researcher, exercising judgment or expertise, chooses the
elements to be included in the sample, because he or she believes that they are representative (in a
qualitative sense) of the population of interest or are otherwise appropriate.
Target population: Mall shoppers in the United States in the current year
Sampling frame: Malls in the United States
Sampling unit: Malls and then shoppers
Sampling technique: Mall-intercept interviews (judgmental sampling)
Sample size: 500
Execution: Interview shoppers in the selected malls by intercepting them in key locations
in the mall. Note that imposing quotas is not necessary since the profile of the mall
shoppers closely matches that of fast food customers.
10.
The difference in the environments of countries, cultural units, or foreign markets should
be considered while conducting international marketing research. These differences may arise in
the marketing environment, government environment, legal environment, economic
environment, structural environment, informational and technological environment, and
sociocultural environment.
11.
Respondents’ rights and privileges must be respected when conducting qualitative
research. Some of the salient ethical issues relate to misleading or deceiving respondents, not
maintaining their anonymity, and embarrassing or harming the respondents. The researcher has
an obligation to make the respondents feel comfortable. If a respondent is experiencing
discomfort or stress, the interviewer should show restraint and should not aggressively probe any
further. At the end of the interview, respondents should be allowed to reflect on all they have
said and be allowed to ask questions. This helps reduce their stress and return them to their preinterview emotional state.
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