OPPapers.com

Marketing Rearch

The Marketing Research Decision
Research Objective
To increase the market share of New Balance, it is important for us to determine consumer preferences for our brand. Also, marketers need to accurately identify our brand and each competitor’s strengths and weaknesses. Therefore, in order to increase the knowledge, we decided to conduct primary marketing research and to carry out a customer value analysis, asking customers what benefits they value and how they rate the company versus competitors on important attributes.

Alternative Scaling Methods
1. Scaling technique divided into comparative scales and non-comparative scales. As shown in the Figure1, Paired Comparison, Rank Order and Constant Sum are comparative scales. Continuous rating scales and Itemized rating scales are non-comparative scales. Let’s look briefly at each in turn.
[pic]

Comparative scales
Paired Comparison Scaling
A respondent is presented with two objects and asked to select one according to some criterion. The data obtained are ordinal in nature. Paired comparison scaling is the most widely used comparative scaling technique. With n brands, [n (n - 1) /2] paired comparisons are required. Under the assumption of transitivity, it is possible to convert paired comparison data to a rank order.

The data obtained are ordinal in nature and is the most widely used comparative scaling technique is the advantages. A respondent may state that he or she prefers likes Adidas more than Nike. It can be analyzed in several ways. The researcher can calculate the percentage of respondents who prefer one stimulus over another for all the respondents. Paired comparison scaling is useful when the number of brands is limited, since it requires direct comparisons and overt choice. With a large number of brands, however, the number of comparisons becomes unwieldy.

In contrast, the disadvantages are those violations of the assumption of transitivity may occur, and the order in which the objects are...