Read the article and answer the assignment in paragraph form. Please help!!

How Does a Videcart Work? Here is what a consumer would find: Case 3-1 A VideOcart Test for Bestway Stores The executives of Bestway Stores were intrigued with a pro. posal they had received from Information Resources, Inc., the developer of the Videocart, to participate in a market test of the new point-of-sale technology. They were debating whether to agree to let II conduct a test in 3 of their 300 stores. Their reasons for doing it were not because they especially wanted to help IRI, but rather to learn about the benefits and shortcom- ings of this approach to in-store displays as a possible com petitive weapon. As an input to the decision, the marketing research department was asked to design a study that would assess the desirability of deploying the new display technology mall their stores once the test was finished. The test was to last After a long day at work, you rush to the supermarket to pick wp die As you wheel a rucery cut down the alle an ad for Brand X coffee flashes on a liquid-crystal screen perched on your car's handlebar The admin yow that you need egee, so you drop a can of Brand X into your cart and push on to the existe Much of what the Bestway Stores' management knew about the VideOcart came from a press conference. They learned that IRI would beam a commercial via satellite to a about 12 months pick-up dish at each store. The signal would be sent out by a low-power FM transmitter to each cart and then stored in the memory of a computer located in the handlebar of the cart. According to an IRI spokesperson The al will be shown at breaks in an information and enter en program for comers and w inter the pro gram. The ne of the ads show will be determined by the moes will be "riggered af a nule of how the per il (about 32 per store and appear on the flat 6-in. by 8-in.liquid crystal display mounted on the handler of the cart. Tic-in pre wat also will be able to be used for instance, a hotdog bunad when the cart is near the hor dogs. Only about 15 percent of VideOcart's display time will be deved to ads. The rest will be a friendly medium in which to display ads, including a continually charging video new mag- sine. U tomate a new shopping experience store specials and maps, the questions and videogames to play while wait ing to check out. As the pusher a liderart down the dem an facturer's ads for under the shelves being pwed ar that BOB'S SUPERMARKET Checkout transmitter Message Store transmitter Manager's PC The video seen on the screw on television but will use anow-getting graphics created on a personal computer The Test of the Videocart Besides gathering sales de the test markers will be used to perfect connumer programming and fine-tuse the technology IRI also will be checking on factors such as the ideal length of ads, super interest in games and information, how the shop per interact with the wait and apportunities for the grocers to con pog ing. Videcart's computer capabili ties also will offer markere some advantages, including sounding on alarm if a curt is taken too far from the store, at en to steal it. The stores also could use Videcart to Ensinformation muchas the shortest checkoutline, the next er up at the delict or that and Ford in the parking let har is lights ont We will put the needed equipment into the supermarkets including a satellite dish on the roof-one cost to the hailers and w ally will pay the supermarkets a royalty four to six times water than they're now receiving from other shopping cart ads. We're sor asking for an exclusive in the supermar kes, but we're out to make that her bype of shopping cart ad irrelevant The Midrocarts will be designed to be warberproof and childprof. The Trailers will have to recharge the batteries on the carts euch might. The carts should be equipped for under $500 per cart. The average supermarket hus abour 100 carts and IR/ would tur about 75 of them into Videcarts, which we expect shoppers will seek out because they'll make shopping efficient and fun. VideOcart will offer excellent media efficiency compared to other alternatives. Once national the media will reach 69 all heppin a week at the cost per thousand 60 percent heading o r insent 54-55 per how deart and will be able to be created in a few hours and somewhat inexpensively wing microcomputer graph heart. The learning curve to master the archnology held by short and IRI will provide technical support and THE ASSIGNMENT The marketing research manager pondered about this project and wondered what really had to be learned to draw up a state- ment of purpose. With this in hand, the design of the research would be a lot easier. Time was short, for management needed to know how the research manager was going to get usable information. If it looked too difficult or expensive, they might not agree to a test in their stores. How Does a Videcart Work? Here is what a consumer would find: Case 3-1 A VideOcart Test for Bestway Stores The executives of Bestway Stores were intrigued with a pro. posal they had received from Information Resources, Inc., the developer of the Videocart, to participate in a market test of the new point-of-sale technology. They were debating whether to agree to let II conduct a test in 3 of their 300 stores. Their reasons for doing it were not because they especially wanted to help IRI, but rather to learn about the benefits and shortcom- ings of this approach to in-store displays as a possible com petitive weapon. As an input to the decision, the marketing research department was asked to design a study that would assess the desirability of deploying the new display technology mall their stores once the test was finished. The test was to last After a long day at work, you rush to the supermarket to pick wp die As you wheel a rucery cut down the alle an ad for Brand X coffee flashes on a liquid-crystal screen perched on your car's handlebar The admin yow that you need egee, so you drop a can of Brand X into your cart and push on to the existe Much of what the Bestway Stores' management knew about the VideOcart came from a press conference. They learned that IRI would beam a commercial via satellite to a about 12 months pick-up dish at each store. The signal would be sent out by a low-power FM transmitter to each cart and then stored in the memory of a computer located in the handlebar of the cart. According to an IRI spokesperson The al will be shown at breaks in an information and enter en program for comers and w inter the pro gram. The ne of the ads show will be determined by the moes will be "riggered af a nule of how the per il (about 32 per store and appear on the flat 6-in. by 8-in.liquid crystal display mounted on the handler of the cart. Tic-in pre wat also will be able to be used for instance, a hotdog bunad when the cart is near the hor dogs. Only about 15 percent of VideOcart's display time will be deved to ads. The rest will be a friendly medium in which to display ads, including a continually charging video new mag- sine. U tomate a new shopping experience store specials and maps, the questions and videogames to play while wait ing to check out. As the pusher a liderart down the dem an facturer's ads for under the shelves being pwed ar that BOB'S SUPERMARKET Checkout transmitter Message Store transmitter Manager's PC The video seen on the screw on television but will use anow-getting graphics created on a personal computer The Test of the Videocart Besides gathering sales de the test markers will be used to perfect connumer programming and fine-tuse the technology IRI also will be checking on factors such as the ideal length of ads, super interest in games and information, how the shop per interact with the wait and apportunities for the grocers to con pog ing. Videcart's computer capabili ties also will offer markere some advantages, including sounding on alarm if a curt is taken too far from the store, at en to steal it. The stores also could use Videcart to Ensinformation muchas the shortest checkoutline, the next er up at the delict or that and Ford in the parking let har is lights ont We will put the needed equipment into the supermarkets including a satellite dish on the roof-one cost to the hailers and w ally will pay the supermarkets a royalty four to six times water than they're now receiving from other shopping cart ads. We're sor asking for an exclusive in the supermar kes, but we're out to make that her bype of shopping cart ad irrelevant The Midrocarts will be designed to be warberproof and childprof. The Trailers will have to recharge the batteries on the carts euch might. The carts should be equipped for under $500 per cart. The average supermarket hus abour 100 carts and IR/ would tur about 75 of them into Videcarts, which we expect shoppers will seek out because they'll make shopping efficient and fun. VideOcart will offer excellent media efficiency compared to other alternatives. Once national the media will reach 69 all heppin a week at the cost per thousand 60 percent heading o r insent 54-55 per how deart and will be able to be created in a few hours and somewhat inexpensively wing microcomputer graph heart. The learning curve to master the archnology held by short and IRI will provide technical support and THE ASSIGNMENT The marketing research manager pondered about this project and wondered what really had to be learned to draw up a state- ment of purpose. With this in hand, the design of the research would be a lot easier. Time was short, for management needed to know how the research manager was going to get usable information. If it looked too difficult or expensive, they might not agree to a test in their stores