The company ABC, Inc. is in the business of manufacturing and marketing home appliances. The division that

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Question:

The company ABC, Inc. is in the business of manufacturing and marketing home appliances. The division that markets its ‘Mixer-Blender’ has developed three new improved version or ‘prototypes’. It is at a stage where it would like a preliminary review of these sample products. Only one sample or prototype is available for each new model. The company is looking for ideas from potential consumers regarding possible new uses of the product as well as potential product improvements and modifications.

Given the limited number of product prototypes available and the fact that it would like information in a reasonably short frame, the firm’s Marketing Research Division is wondering how to study the new products.

1. Specify the method you would use to evaluate the prototypes as well as get “ideas from potential consumers regarding possible new uses of the product as well as potential product improvements and modifications” within the considerations given.

2. Elaborate in detail the procedure you will adopt for the above. Context for Questions 3 and 4: In the recent last two years the company has faced static sales while the sales of other firms have been rising and it would like to identify the factors causing this. As a first point of obtaining feedback the firm decides to conduct a sample survey of its more than 2700 dealers to obtain feedback from them-after all, dealers do get customer reactions and also stock the products of competing brands.

ABC has three types of dealers: specialty stores, supermarket chains and ‘mom and pop’ outlets. 3. If you were to consider the ‘sequence’ of the marketing research process what is the first “stage” of the process.

4. Write in detail what the “design of survey” stage of marketing research may involve in the specific context of the information provided in 2 above.