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Targeting the wrong segment
Course:- Operation Management
Reference No.:- EM131029934




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Which of the following is a sound and complete research objective to help Mackey determine whether or not Kellogg’s is targeting the wrong segment? a) Conduct a study among consumers who eat breakfast at least three times per week to measure attitudes and perceptions about consuming Kellogg’s cereals b) Conduct in-store observations among consumers who eat breakfast at least three times per week between the ages of 25-65 years old c) Conduct an online survey among consumers who eat breakfast at least three times per week and are between the ages of 25-65 years old to measure attitudes and perceptions about consuming Kellogg’s cereals using a 7-point agreement scale d) Conduct a series of depth interviews among consumers who eat breakfast at least three times per week and those who do not eat breakfast at least three times per week and compare the findings Next, you need to recommend the appropriate research design to meet the objective above. (Hint: Creating a research proposal/plan is a build-upon process. Once you have a solid objective that meets all 4 criteria, the rest of the proposal/plan (design, methods, primary data method) should align with the objective.)




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