The marketing team at Superior Razors, a producer of a national brand of men's shaving products, is trying to find out how well the company is doing in comparison to its competition and to hypothesize how it will fare in the near future.
Superior Razors is evaluating its competitive position in the shaving products market. Superior has already determined its market share by evaluating the company's sales during a particular time frame relative to total industry sales. Next, it wishes to determine how to achieve the best sales results over the next two years. It will identify the type of data that should be collected and the type of research needed to collect the data. Past research has shown that loyalty is often, but not always, an important decision influencer for men's shaving products. After re-interpreting data collected from prior research projects, researchers at the firm conclude that when women do the shopping, they are loyal to a specific brand, whereas men are most interested in spending less. The company wants to determine through a questionnaire which group to target: married women, emphasizing the current promotional message, or single men, offering a new price performance message.
1=Data Collection
2=Presenting results
3=Desiging the research proejct
4=Analyzing data
5=Defining objectives
Match each of the options above to the items below.
-Evaluate and improve current market position(__)
-Need primary data to answer current questions(__)
-Conduct a survey to explore brand loyalty(__)
-Assess male/female differences(__)
-Recommend which segment to target(__)