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About The Firm: Research Purpose Problem To Be Studied
About The Firm: Research Purpose Problem To Be Studied
The Progressive research group began operations in 1948 and it is one of the oldest marketing
research companies. They have done many market research projects and their clients are
largest consumer goods manufacturers. The company possesses most advanced computer
technology and also making constant improvements in it to speed up and make more
economical, complete and detailed client reports.
To know how many people would buy RILL because (a) it is cleanser (b) it is laundry
additive or (c) it is dual-purpose product
What packet size should we have and whether to have a strong product or a weaker
one and what price are the customers willing to pay?
How do people see RILL as a product and what they like and dislike about the
product?
Nature of the problem: It is possible that two major uses of RILL may, in combination, effect
market negatively. Women may think of it primarily in one sense or other and those who
regard it as a cleanser may not be willing to use it as a laundry additive or vice versa.
Decision alternatives:
Product can be used as a cleanser, a laundry additive or a dual purpose product.
Research users:
Mr. George Robert Research director of Bay-Madison
Ellis Company
Progressive research group
Research objectives:
Brand personality and image for each of the several cleansers( including Rill)
Brand personality and image for each of the several laundry additives( including Rill)
Habit pattern on home cleaning (including products used).
Habit pattern on laundry additives (including products used)
Research questions:
Hypothesis:
Hypothesis is developed based on exploratory research.
Research boundary:
Across the country including these the regions Southeast, Northeast, Midwest, West,
Southcentral.
SOUTHEAST
NORTHEAST
MIDWEST
WEST
SOUTH
CENTRAL
TOTAL
NATURAL
PROPORTIONAL
DISTRIBUTION OF
SAMPLE
77
211
265
130
67
PROPOSED
SAMPLE
DISTRIBUTIO
N
125
211
177
130
107
750
750
WEIGHTING WEIGHTED
FACTOR
CASES
2
3
5
3
2
250
633
885
214
214
2372
Administering error
Recording error: There can be an error in recording the information given by the
sample.
Response error: As the questionnaire is quite lengthy, its feasibility cant be predicted.