Based on the case study shown above, Consider the second paragraph in the case.

Question

Based on the case study shown above, Consider the second paragraph in the case. What research design would you suggest to determine all of the following: Which attitudes are strongly associated with purchase intentions of different auto models? Will these relationships vary around the country and will they exist for definable market segments? Why? 200+ words

Case 4.2 Your Integrated Case Advanced Automobile Concepts drastic requirements of new technology or retooling or added costs. He wonders: "How much of an improvement in mpg would consumers require to buy the present ZEN models? What percentage increase in fuel economy (mpg) in current ZEN models will be required beforeZEN becomes equally preferred with some of the better selling foreign autos?" Nick Thomas has been considering some of the issues iden- tified in the Douglass Report (see Case 3.2). He is consider- ing different directions to take. First, he is a little concerned that most of the information he and AAC have based their decisions on thus far are either industry reports or opinions of persons in the company. Granted, these persons are quite knowledgeable of the automobile industry. But, Thomas is concerned that he doesn't have input from some consumers What do consumers think about global warming, future fuel costs, hybrids versus all electric cars? He knows the media has introduced a vast amount of information on these topics to consumers but he wonders if consumers are even aware of these issues. How important are these issues to con- sumers? What appears to be the most important: global warming, fuel costs, or giving up their SUVs? He begins to realize he doesn't know very much about what consumers think about these important issues. He doesn't know how much they talk about these issues with their neighbors or even what terms they use to speak of these issues Thomas wonders how he could find answers to these questions. He is considering talking with a marketing researcher. Imagine you are the researcher hired by Thomas to address these questions 1. To deal with the first set of issues-determining how consumers feel about certain issues, how important these issues are to them, and what terms they use to discuss these issues-what research design would you suggest? Why? 2. Consider the second paragraph in the case. What research design would you suggest to determine all of the following: Which attitudes are strongly asso ciated with purchase intentions of different auto models? Will these relationships vary around the country and will they exist for definable market segments? Why? Secondly, Thomas dwells on consumer attitudes and car purchasing intentions. That is, will a strong belief in global warming caused by mankind be highly associated with buying certain types of cars? Will this vary around the country? Will these relationships exist within definable 3. Nick Thomas's last question deals with determining how much of an increase in mpg will be needed for consumers to have equal preference for ZEN models as those outselling ZEN today. What research design would you suggest? market segments? Finally, Thomas knows that AAC can retrofit some ZEN models that will improve fuel economy without

Explanation / Answer

A descriptive research design will be able to satisfy the research needs of Thomas for his business. Descriptive research basically is a qualitative research method which conducts research on a sample of the population. Using the various methodology like naturalistic observation, survey, case study, the descriptive research methodology helps in conducting the research study in a systematic pattern to understand the various causatic factors for the study.

Thomas can resort to descriptive research methodology to study the consumer attitudes and their car purchasing intentions. Thomas can conduct surveys and interviews through questionnaires to understand the trigger factors which can rule the consumer car purchasing patterns. Also Thomas needs to understand the perspective of the consumers and their preferences through the cultural perspective. Hofstede’s cultural dimension can be studied to identify the cultural dimensions of the region. Cultural factor like uncertainty avoidance and long term orientation will make the consumers to select cars from established brands. Similarly if the culture of the region is more about indulgence, then the consumers will have an inclination to spend huge amount on car. The purchasing preferences will vary around the country as the purchasing decisions and consumer mindset is related to cultural dimensions of the region.

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