1. Discuss the role that marketing research can play in helping P&G build its various brands. 2. P&G is considering increasing its market share. Define the management decision problem. 3. Define an appropriate marketing research problem based on the management decision problem you have identified. 4. Formulate an appropriate research design to address the marketing research problem you have defined. 5. Use the Internet to determine the market shares of the major toothpaste brands for the last calendar year. 6. What type of syndicated data will be useful in addressing the marketing research problem? 7. Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market. 8. P&G has developed a new toothpaste that provides tooth and gum protection for twentyfour hours after each brushing. It would like to determine consumers responses to this new toothpaste before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why? 9. What role can causal research play in helping P&G increase its market share? 10. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands. 11. If marketing research to determine consumer preferences for toothpaste brands were to be conducted in Latin America, how would the research process be different? 12. Illustrate the use of the primary type of scales in measuring consumer preferences for diaper brands in social media. 13. Discuss the ethical issues involved in researching consumer preferences for toothpaste brands
Hide
