Chapter Two

Consumer Research
 Questions:-
1. Neutrogena is a manufacturer of personal care
products for young adults.The company would like
to extend its facial cleansers product line.Design (1)
a qualitative and (2) a quantitative research design
for the company focused on his objective.
2. A real life customer tracking model is featured in
figure 2.2. Develop a similar model for tracking
customers’ visits to one of Disney’s theme park.
3. Using one of customer satisfaction
measures,construct on instrument to assess your
fellow students satisfaction with the technological
support services provided by your university.
 Questions(contd.)
4. Using the scale in figure 2.3 ,develop a
questionnaire to measure students attitudes
toward the instructor in this course.
a)Prepare five statements measuring
students attitudes via likert scale.
b)Prepare five semantic differential scales to
measure student attitude.Can the same
dimensions be measured by using either scaling
technique technique?Explain your answer.
Question-1-Neutrogena is a manufacturer of personal care products for young
adults.The company would like to extend its facial cleansers product
line.Design (1) a qualitative and (2) a quantitative research design for the
company focused on his objective.

Answer:
Qualitative research design:
• Depth interviews
• Focus groups
• Projective techniques
• Metaphor analysis

Sampling and Data collection:

• Probability sample
• Non probability sample
Answer of question-1 (contd.)
Quantitative research Design:
• Observation
• Experimentation
• Survey

Data collection instruments-

• Questionnaire
• Personal inventories
• Attitude scales
Question-2-A real life customer tracking model is featured in
figure 2.2. Develop a similar model for tracking customers’
visits to one of Disney’s theme park.
Answer:
Answer of question -2 (contd.)
• How customer data moves around the disney theme park
1)Mr. x visited 2)Mr. X 3) When Mr. X 4) Pal Mickey is 5)Pal Mickey
Disney theme •Nick name- Y enter the park,pal 10.5 inch takk and record all the data
park regularly like •Favourite game- mickey trace him have strong of mr. x for the
4 times in a Roller coaster. and give him all powerful sensor,in present use of
year.Pal Mickey a information what his nose.Pal any ride and for
•Favourite movie-
device tracking mr. x want,like a mickey as an the future
him.When mr. X The princess and tour guide. experiment in preference.
come to the the Frog bridging the gap
park,pal mickey •Favourite between static
give him a cottage- data about a
list,what is Gameville. customer and the
according to his customer
choice,what pal behavioral
mickey recorded preference,which
previous time. is depend on the
customer’s
physical location
and movement of
any given time.
Question-3-Using one of customer satisfaction measures,construct
on instrument to assess your fellow students satisfaction with the
technological support services provided by your university.

Answer:
Satisfaction Measures
1.Very satisfied
2.Somewhat satisfied
3.Neither satisfied nor dissatisfied
4.somewhat dissatisfied
5.very dissatisfied
Question4-Using the scale in figure 2.3 ,develop a questionnaire to measure students attitudes
toward the instructor in this course.
a)Prepare five statements measuring students attitudes via likert scale.
b)Prepare five semantic differential scales to measure student attitude.Can the same
dimensions be measured by using either scaling technique technique? Explain your answer.

Answer:
A)Five statements via a likert scale

• Our course teacher Give us proper education-

1.Strongly 2. somwhat 3. Neither agree 4. somewhat 5.strongly

agree agree nor disagree disagree disagree

• Our course teacher timely attend the class-

1.Strongly 2. somwhat 3. Neither agree 4. somewhat 5.strongly

agree agree nor disagree disagree disagree

• Our course teacher Creates friendly atmosphere to teach students-

1.Strongly 2. somwhat 3. Neither agree 4. somewhat 5.strongly

agree agree nor disagree disagree disagree
 Answer of question -4A (contd.)
• Our course teacher co-operate with the students-

1.Strongly 2. somwhat 3. Neither agree 4. somewhat 5.strongly

agree agree nor disagree disagree disagree

• Our course teacher frequently use white board-

1.Strongly 2. somwhat 3. Neither agree 4. somewhat 5.strongly

agree agree nor disagree disagree disagree
 Answer of question -4B (contd.)
• Semantic Differential scales-

Pressure: Low High

0

Marks: Low High

0

Satisfaction: Dissatisfied Satisfied

0

Reliable: Unreliable reliable

0
Competitive: Non competitive competitive
0