Start Date Due Date Post Date Maris Available Discussion 3 - Research design - Case analysis and summary - Part 1 23 Feb 2020 - 00:00 15 Mar 2020 - 23:59 20 Mar 2020 - 23:50 100 Summary Nick Thomas has been made CEO of Global Motors, a new division of a large automobile manufacturer, ZEN Motors. ZEN is a multinational manufacturer headquartered in the United States and has multiple divisions representing several tendruckbands ZEN' Visions have been slowly losing m share to other competitors He is considering different directions to take. First, he is a little concerned that most of the information on which Global Motors has based its decisions thus far is derived from either industry reports or opinions of company managers, designers, and engineers. Granted, these persons are quite knowledgeable of the automobile industry. But Nicki concerned that other he nor the company have input from consumers First, Nick want some consumer feedback on the different models proposed. He would like to have some consumer input on what prospective customers think of the proposed models. Will they think they are too radically different or embrace them as the turn s ? We they think the foreficient cars are to light and less safe? Will they miss the luxury options? Nick wants a little input from consumers to give him confidence the company is on the right track with these proposed models Second, assuming consumers believe the proposed models are appropriate, Nick want to know the level of desirability among the U.S. car buying public for each of the models. For the model or models Global Motors may produce, how can he determine which types of consumers will want them? For example, will higher, middle or lower income consumers have different model preferences? Wil gender, age, or education explain diferences in preferences for the different models? With access to this information, Nick knows he can develop a good description of the target market for the proposed models and this data will be inval in helping Global Motors market the model(s) officiently. Also, Nick wants to know the media preferences of consumers. If he can determine that consumers who desire a particular model have preferences for types of TV programs tos ma s o per sections, this information will c o me officient marketing Finally, Nick is interested in a study that will help determine how much consumers will be willing to pay for each mpg increase in teleconomy. He knows consumers will be wing to pay more for more fufcient vehicles, but he hopes to be able to quantity the connection between lower consumption and more price y among US 2. Consider the second stof in the case. Nic needs to know the e t buyers each of the proposed m What research design would you s est? Why? know the demographic characteristics of car buyers as welase media con The c t ro huchmone con What research design would you sure? Why