Class Notes 2

Seite 1

UHL Inc., has launched its mass market Tea Brand

Issue : Sales not taking off;

Pre-step 1:

Product taste favorable

Pricing kept lower than market leader in the segment

Brand easily available in the outlet

Advt., pretesting has indicated proposed Ad. had crossed benchmark

Pre-step 2:

New advt. campaigns from market leader

Management problem: Sales target missed;

Marketing Problem:

Did advt. do its job?

Do consumers know the price of our brand?

Have adequate number of people tried our brand?

Did those consumers who tried our brand , repeat buy the brand?

Marketing Research Problem:

what is the awareness of the brand?

what is the quality of awareness of the brand?

Research questions and information needed:

Hypothesis formulation:

Null hypothesis (H0) : The null hypothesis states that a population parameter is equal to a value. The null hypothesis is often an initial claim that researchers specify using previous research or knowledge.

Alternative Hypothesis (H1) : The alternative hypothesis states that the population parameter is different than the value of the population parameter in the null hypothesis. The alternative hypothesis is what you might believe to be true or hope to prove true.

In case of UHL Inc., the null and alternative hypothesis shall be:

H0: Brand Awareness <= 60%

H1: Brand awareness > 60%

Hypothesis test: t=Test ; Chi-Sq test;

Research Design:

Exploratory : Provide insight and understanding

Conclusive : test specific hypothesis and examine relationships

- Descriptive

Cross-sectional

Single

Multiple

Longitudinal

- Causal

Cohort Analysis:

Cohort Analysis enables you to easily compare how different groups, or cohorts, of customers behave over time. Coke & Pepsi did Cohort analysis to see if young people stick to their brands.

Problems and Analysis:

Telecom service provider price plans : 3 different plans; (Exploratory : Causal)

Uber wants to demography/psychography (Exploratory + Causal)

Coca Cola : How can they connect with the customers ? (????)

Errors in Research Design:

Random sampling error : Non Random sampling error

Responsive : Non-Responsive