CB-16070

Q1. How does the material in the Sputnik case illustrate the diversity of consumer
behavior among purchasers of jeans?
Ans: The Case shows that the teen market changes according to fashion and the
companies must be ready to drop down the trends at the right time by forecasting
the future and be ready with the production.
Q2. What kind of research does Sputnik conduct?
Ans: In the case ,the Sputnik conducts a qualitative research where they try to
probe the consumers to answer their questions to understand their motivation and
outlook of the world. They also use personal interview as a medium to conduct
qualitative research as well as video record the interviews to explore their attitudes
towards products and services for the near future.
Q3. What kind of data collection process does Sputnik use? What kind of data is
this? What makes this process compare with statistical ways of identifying new
trends?
Ans: Sputnik collects the data by video recording the interviews in order to
understand the consumers better. This is a primary source of data in which they
analyze the videos to uncover consistent themes and also the report in which
document are already recorded, indicating likes and dislike of customers where as in
qualitative data so as to give the idea of what people are using and in which
quantity they want .
Q4. Compare the Sputnik videotaping process to another qualitative research
technique, focus groups.
Ans: The Focus groups is only considered by taking people who have up to certain
extent of common traits that is used to understand people who are using certain
products or services. But as per the qualitative research ,it is focused to understand
the core values and motivation factors of the consumers which help them to
forecast the future trends and help in development of the new products for their
company.
Q5. What type of sampling technique does Sputnik use and how does this affect the
validity of their results? (Validity is measuring what one set out to measure. If valid,
one can usually generalize research results to the greater population.)
Ans: As per the study, Sputnik uses systematic sampling method, to select persons
in a random and analyze their reactions and responses. This method is valid

because it dose not have any bias in selecting the sample and the common traits
and beliefs found can be generalized to large population.
Q6. Is the data from Sputnik studies reliable and valid? Should it be?
Ans: The data studied from sputnik is valid ,As per the interviews are videotaped
and the videotapes tell the whole story and as a result, answers are not condensed
or subjected to editing, The language used is of the respondent and not that of the
interviewer. This gives a clear indication to us that it is more reliable to the company
as it cannot be tampered with.