Aniqa

Chapter Two

Consumer Research

Questions:-1. Neutrogena is a manufacturer of personal

care products for young adults.The company would like to extend its facial cleansers product line.Design (1) a qualitative and (2) a quantitative research design for the company focused on his objective.

2. A real life customer tracking model is featured in figure 2.2. Develop a similar model for tracking customers’ visits to one of Disney’s theme park.

3. Using one of customer satisfaction measures,construct on instrument to assess your fellow students satisfaction with the technological support services provided by your university.

Questions(contd.)

4. Using the scale in figure 2.3 ,develop a questionnaire to measure students attitudes toward the instructor in this course.

a)Prepare five statements measuring students attitudes via likert scale.

b)Prepare five semantic differential scales to measure student attitude.Can the same dimensions be measured by using either scaling technique technique?Explain your answer.

Question-1-Neutrogena is a manufacturer of personal care products for young adults.The company would like to extend its facial cleansers product line.Design (1) a qualitative and (2) a quantitative research design for the company focused on his objective.

Answer:Qualitative research design:

• Depth interviews• Focus groups

• Projective techniques• Metaphor analysis

Sampling and Data collection:• Probability sample

• Non probability sample

Answer of question-1 (contd.)

Quantitative research Design:• Observation

• Experimentation• Survey

Data collection instruments-• Questionnaire

• Personal inventories• Attitude scales

Question-2-A real life customer tracking model is featured in figure 2.2. Develop a similar model for tracking customers’ visits to one of Disney’s theme park.Answer:

Answer of question -2 (contd.)

• How customer data moves around the disney theme park

1)Mr. x visited Disney theme park regularly like 4 times in a year.Pal Mickey a device tracking him.When mr. X come to the park,pal mickey give him a list,what is according to his choice,what pal mickey recorded previous time.

2)Mr. X•Nick name- Y•Favourite game-Roller coaster.•Favourite movie- The princess and the Frog•Favourite cottage- Gameville.

3) When Mr. X enter the park,pal mickey trace him and give him all information what mr. x want,like a tour guide.

4) Pal Mickey is 10.5 inch takk and have strong powerful sensor,in his nose.Pal mickey as an experiment in bridging the gap between static data about a customer and the customer behavioral preference,which is depend on the customer’s physical location and movement of any given time.

5)Pal Mickey record all the data of mr. x for the present use of any ride and for the future preference.

Question-3-Using one of customer satisfaction measures,construct on instrument to assess your fellow students satisfaction with the technological support services provided by

your university.

Answer:

Satisfaction Measures 1.Very satisfied 2.Somewhat satisfied 3.Neither satisfied nor

dissatisfied 4.somewhat dissatisfied

5.very dissatisfied

Question4-Using the scale in figure 2.3 ,develop a questionnaire to measure students attitudes toward the instructor in this course. a)Prepare five statements measuring students attitudes via likert scale. b)Prepare five semantic differential scales to measure student attitude.Can the same dimensions be measured by using either scaling technique technique? Explain your answer.

Answer:

A)Five statements via a likert scale

• Our course teacher Give us proper education-

1.Strongly 2. somwhat 3. Neither agree 4. somewhat 5.strongly

agree agree nor disagree disagree disagree

• Our course teacher timely attend the class-



• Our course teacher Creates friendly atmosphere to teach students-



Answer of question -4A (contd.)• Our course teacher co-operate with the students-



• Our course teacher frequently use white board-



Answer of question -4B (contd.)

• Semantic Differential scales-

Pressure: Low High 0

Marks: Low High 0

Satisfaction: Dissatisfied Satisfied 0

Reliable: Unreliable reliable 0Competitive: Non competitive competitive 0

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