Ans 1.
The management decision problem is: What should Nike do to increase its share of the athletic shoe
market?
The composition of the market and determine the best way to segment the market. Decision-making
process of the consumers and also to what extent are consumers affected by the brand image and how
important are celebrities in fostering the image. Also to what extent are consumers influenced by
product characteristics. Who are the consumers that are concerned about the product characteristics?
Management can conduct exploratory research to gain a basic understanding of such issues followed by
descriptive research in form of a single-sectional survey.
Q2. Define an appropriate marketing research problem corresponding to the management decision
problem you have identified.
Ans 2.
Marketing Research Problem is a situation where your company intends to sell a product or service that
fills a specific gap or intended use. To ensure therewill be a market for the product, your company hires
a special team of expertsto perform demographic analysis, opportunity-cost assessment forproduction,
distribution, and marketing - and locates special focus groups totest the use of your cool product under
very specific conditions - as a productof its design....All for not, because once your research found that
the productis perfect... and the investment is made to launch it. You find that the publicnever took
notice
Market Research Problems are:1. Which market to focus more (soccer, golf or any other)2. How to
maintain its brand equity3. How to change the perception among the consumer about its image of being
a smaller innovativecompany.4. What demographic, psychographic, and product usage characteristics
differentiate Nike loyalists fromconsumers loyal to other brands
Q3. Develop a graphical model explaining consumers' selection of a brand of athletic shoes.
Ans 3.
1. Deciding kind of athletic shoe.
2. Compare different brands for comfort, design and price.
3. Choose the best brand according to above criteria
Ans 4 : Focus groups with consumers in the target market would be very helpful to identify the salient
image characteristics and the general perceptions of Nike 's image . Depth interviews with top athletes
would be useful to identify how athletes define performance in sport shoes and what emotions ,
attitudes , and beliefs are associated with