Marketing research firm and consumer attributes , Marketing Research

Imagine that you have been hired by a well-known marketing research firm. Your supervisor has asked you to use the expectancy disconfirmation model (for review refer to page 318 and the instructor notes of Module 8 in the syllabus) to evaluate a consumer's post-hoc satisfaction level for a recent purchase of running shoes. For the practice purpose of this assignment, you can ask a consumer who is your friend, your colleague or a member of your family.

  1. Identify three determinant attributes for this consumer (e.g. Comfort, style, durability).
  2. Determine the consumer's importance weights for each attribute, such that they total 100 percent. For example comfort=30%, style =10% and durability 16%.
  3. On a 1 to 7 scale, ask the consumer to rate how s/he expected the brand to perform on each of these attributes, prior to purchase (for example, comfort=6, style = 4 and durability=6).
  4. Also on a 1 to 7 scale, ask the consumer to rate his/her actual perceptions of how the shoe has performed on each of these attributes.
  5. Plug the weights (w), expectations (e) and perceptions (p) into formula: S = ∑w (p-e), where S is satisfaction level.

Does the outcome of the function suggest that this consumer is satisfied, delight or dissatisfied? Ask the consumer if s/he is satisfied to see if the model is consistent with consumer's response.

 

 

 

Posted Date: 2/16/2013 1:25:43 AM | Location : United States







Related Discussions:- Marketing research firm and consumer attributes , Assignment Help, Ask Question on Marketing research firm and consumer attributes , Get Answer, Expert's Help, Marketing research firm and consumer attributes Discussions

Write discussion on Marketing research firm and consumer attributes
Your posts are moderated
Related Questions
regression line drawn as y=c+1075x,when x was 2,and y was 239, given that y intercept was 11. calculate the residual


Q. Show the market research for various new products? • recognize the various products available in the market, • assess the consumer demand, • identify the ingredient

Particular Loss : There are two types of partial losses as explained below: General Average: Sometimes a ship owner either sacrifices some cargo the ship is carriage or incur

What are the limitations of marketing research? Answer There are two main limitations of marketing research. a. It can't provide decision directly. Marketing research c

HIGHLIGHTS OF EXIM POLICY 1997-2002 : The new Exim Policy 1997-2002 aims at giving a major thrust to acceleration of India's exports through restructuring and revamping of var

What is causal designs Causal research is most appropriate when research objectives include need to understand the reasons why certain market phenomena happen as they do. To m

Discuss construct validity and types of construct validity. Answer Construct validity addresses question of what construct or characteristic the scale is, in fact, measuri

INTRODUCTION : Exchange Control is another important area of international trade. The term exchange control applies to the rules and regulations designed to regulate transactions

Services Policy : When Indian firms render services to foreign parties, they would be exposed to payment risks similar to those involved in export of goods. Services Policy offers