Using the case Auto concepts. What technique identified in this chapter {6} of.

Question

Using the case Auto concepts. What technique identified in this chapter {6} of. Marketing research text would help Ashley Roberts with this advertising task?why? but the advising is really not very good I know. It is so frustrating sometimes. I go and she 'll sign it. It's like they don't even the x it, but I know my advisor is prettyWhat are its apparent st additional questions that could or should be included? Examine the findings. How is the college perceived? gen to students, nuch useless ie: kwe and she tells me to just fill in my degree 4. Can we generalize these findings to all of the college Text: By permission, Mr. Dani Wilhelm, Western Washington University I know, 1 ly students? Why or why not? what I should be taking or why el Purdy and Dr. Wendy CASE 6&2 INTEGRATED CASE Auto Concepts ik Thomas, CEO of Auto Concepts, has begun formulat- tactics. She wonders if the customers who prefer the new e concepts in terms of the types of car models to smaller models possess different sets of salient values. Per- to bring his parent company product line back to haps those who prefer the scooter-like model would value has been using a cross-functional approach to new excitement and entertainment in their lives while those development involving finance, production, R&D, expressing a preference for the larger-sized, high-mp g, and advertising in his planning. Ashley Roberts, models would place a higher priority on social recognition he environment or some other valu new car models with Nick. He tells Ashley that Auto If differences are found, the ad strategy can alter the valu advertising, is discussing some of the general plans versus harmony with t Coicepts needs more marketing research information about emphasized in the ad's visuals and copy to suit castomer preferences for different types of cars. One model of the car being promoted (e.g. depicting an exciting lit being considered is a small, almost scooter-like car. Other models are larger but still much small ars to obtain suitable mpg ratings. Ashley knows this ormation is crucial for effective advertising strategy and thrill of the drive, or sense of accompl ler than "traditional tion of contributing to environmental problems, and so o What technique identified in this chapter would h Ashley Roberts with this advertising task? Why?

Explanation / Answer

Answer: In this situation focus group interviews will be the best approach that can help in establishing the customer preferences for different types of cars. The focus groups are a tool for qualitative research which enables the researchers to ask open ended questions to the participants. This is a very effective way in which the companies can collect the views and opinions of the customers on particular products and services. Opinion of customers is exactly what is required in this case. By creating a focus group of customers who are a representative sample of the targeted customers, the companies can get information consistent with the broader target market.

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