The Amos Brown Chevrolet dealership, located in Reno, Nevada, wanted to know how people who intended...

 

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The Amos Brown Chevrolet dealership, located in Reno, Nevada, wanted to know how people who intended to buy a new American-made automobile in the next 12 months view their purchase. The owner, Amos Brown, called the marketing department at the University of Nevada-Reno and arranged for a class project to be taken by Professor Thomas Clary's undergraduate marketing research students. Professor Clary had a large class that semester, so he decided to divide the project into two groups and to have each group compete against the other to see which one designed and executed the better survey. Both groups worked diligently on the survey over the semester. They met with Mr. Brown, discussed the dealership with his managers, conducted focus groups, and consulted the literature on brand, store, and company image research. Both teams conducted telephone surveys, whose findings are presented in their final reports. Professor Clary offered to grant extra credit to each team if it gave a formal presentation of its research design, findings, and recommendations. 1. 2. 3. What interview questions were asked by each of the two teams to reach their findings in the following figures? What measurement scale did they use respectively? Nominal, ordinal, interval, or ratio scale? Contrast the different ways these finding can be presented in graphical form to the Amos Brown Dealership management group. Which student team has the ability to present its findings more effectively? How and why? What are the managerial implications apparent in each team's findings? Identify the implications and recommendations for Amos Brown Chevrolet as they are evident in each team's findings. Findings of Professor Clary's Marketing Research Teams Team One's Finding for Amos Brown Chevrolet IMPORTANCE OF FEATURES OF DEALERSHIP IN DECIDING TO BUY THERE Feature Competitive prices No high pressure Good service facilities Low-cost financing Many models in stock Convenient location Friendly salespersons Percent 86% 75% 73% 68% 43% 35% 32% IMAGE OF AMOS BROWN CHEVROLET DEALERSHIP: PERCENT RESPONDING "YES" Competitive prices No high pressure Good service facilities Low-cost financing Many models in stock Convenient location Friendly salespersons Team Two's Findings for Amos Brown Chevrolet Feature Importance*a Competitive prices 6.5 No high pressure 6.2 Good service facilities 5.0 4.7 3.1 2.2 2.0 Low-cost financing Many models in stock Convenient location Friendly salespersons 45% 32% 80% 78% 50% 81% 20% Rating*b 1.3 3.6 4.3 3.9 3.0 4.1 1.2 IMPORTANCE AND IMAGE OF AMOS BROWN CHEVROLET DEALERSHIP a Based on a sevent-point scale where 1 = unimportant and 7= extremely important b Based on a five-point scale where 1= poor and 5= excellent performance The Amos Brown Chevrolet dealership, located in Reno, Nevada, wanted to know how people who intended to buy a new American-made automobile in the next 12 months view their purchase. The owner, Amos Brown, called the marketing department at the University of Nevada-Reno and arranged for a class project to be taken by Professor Thomas Clary's undergraduate marketing research students. Professor Clary had a large class that semester, so he decided to divide the project into two groups and to have each group compete against the other to see which one designed and executed the better survey. Both groups worked diligently on the survey over the semester. They met with Mr. Brown, discussed the dealership with his managers, conducted focus groups, and consulted the literature on brand, store, and company image research. Both teams conducted telephone surveys, whose findings are presented in their final reports. Professor Clary offered to grant extra credit to each team if it gave a formal presentation of its research design, findings, and recommendations. 1. 2. 3. What interview questions were asked by each of the two teams to reach their findings in the following figures? What measurement scale did they use respectively? Nominal, ordinal, interval, or ratio scale? Contrast the different ways these finding can be presented in graphical form to the Amos Brown Dealership management group. Which student team has the ability to present its findings more effectively? How and why? What are the managerial implications apparent in each team's findings? Identify the implications and recommendations for Amos Brown Chevrolet as they are evident in each team's findings. Findings of Professor Clary's Marketing Research Teams Team One's Finding for Amos Brown Chevrolet IMPORTANCE OF FEATURES OF DEALERSHIP IN DECIDING TO BUY THERE Feature Competitive prices No high pressure Good service facilities Low-cost financing Many models in stock Convenient location Friendly salespersons Percent 86% 75% 73% 68% 43% 35% 32% IMAGE OF AMOS BROWN CHEVROLET DEALERSHIP: PERCENT RESPONDING "YES" Competitive prices No high pressure Good service facilities Low-cost financing Many models in stock Convenient location Friendly salespersons Team Two's Findings for Amos Brown Chevrolet Feature Importance*a Competitive prices 6.5 No high pressure 6.2 Good service facilities 5.0 4.7 3.1 2.2 2.0 Low-cost financing Many models in stock Convenient location Friendly salespersons 45% 32% 80% 78% 50% 81% 20% Rating*b 1.3 3.6 4.3 3.9 3.0 4.1 1.2 IMPORTANCE AND IMAGE OF AMOS BROWN CHEVROLET DEALERSHIP a Based on a sevent-point scale where 1 = unimportant and 7= extremely important b Based on a five-point scale where 1= poor and 5= excellent performance