you simply have to identify one specific issue with the information given in the case and then describe why it is a problem. To help you identify issues, think about these things: What is missing that you need to know in order to completely trust this information? What information do you need about who participated? What about the questions respondents were asked? Which data doesn't help with the stated problem? What specific data is missing or perhaps irrelevant? Keep in mind almost every piece of data given to you in this study is problematic in some way shape or form.

case 1 Barbecue Blues Sauce Company Background Information Shamara Williams was an accountant in Peoria, Illinois, and had two hobbies about which she was very passionate, collecting blues music and perfecting her homemade bar- becue sauce recipe. She regularly entertained guests by playing her music and feeding them dishes prepared with her barbecue sauce. Four years ago, at the urging of her friends, she abruptly quit her job to pursue a life-long dream of owning her own business. Using her savings and money borrowed from family members, she purchased a small food processing facility and began bottling her sauce. Because her two hobbies had always been inseparable, Ms. Williams decided to employ the name Barbecue Blues as her brand. Thus, Barbecue Blues Sauce Company was born. The initial strategy was to sell the sauce through retail grocery stores and specialty food markets within a three- state region. Indeed, the strategy was so effective that after three years, Barbecue Blues had captured an 18% share of the retail barbecue sauce market in the region. The third and fourth years of operation were stable, but there was Exhibit 1 virtually no growth in unit sales, and increases in revenue were largely attributable to inflation. To assist her in. devising a strategy for sales growth, Ms. Williams hired a marketing director, Heather Cohen. Ms. Cohen advocated extending the line of barbecue sauces, so Ms. Williams created a new "Chicago style" barbecue sauce. She gathered together the group of friends who had originally encouraged her to enter the barbecue sauce business. After sampling the new sauce, all of them thought it was very different from the original sauce in terms of flavor, but of the same level of quality. This posi- tive initial response led Ms. Cohen to commission a mar- keting research study to be conducted by InfoGather to determine consumer reactions to the new sauce. Summary of Findings Of the 728 study participants: Shortly before the marketing research report was completed, Ms. Cohen resigned from Barbecue Blues Sauce Company to take a position at a larger food pro- cessing company, so Ms. Williams needs your assistance in interpreting the study's findings. The Executive Summary of the report is presented in Exhibit 1. InfoGather: Barbecue Blues Restaurants Study Executive Summary Marketing Problem To determine whether the new barbecue sauce formule should be marketed, in addition to the original Barbecue Blues sauce, through retail grocery and specialty stores; and if so, which of the following two brand names should be used: Barbecue Blues-Chicago Style Sauce or Barbecue Blues-Spicy Blend Sauce? Approximately 83% claimed to use barbecue sauce at home f.e., 56% use it frequently and 27% use it occasionally). Of these 604 barbecue sauce users... Approximately 41% use barbecue sauce exclusively when cooking outdoors, 24% use barbecue sauce exclusively when cooking indoors, and 35% use barbecue sauce for both indoor and outdoor cooking. The average number of times in the last month barbecue sauce was used while cooking at home was 2.67. Approximately 52% reacted favorably to the new barbecue sauce (e. 21% liked it and 31% liked it very much). Approximately 49% reacted favorably when "Chicago Style" was the subbrand name (i.e., 12% liked it and 37% liked it very much). Approximately 53% reacted favorably when "Spicy Blend" was the subbrand name f.e., 29% liked it and 24% liked it very much). Approximately 43% indicated they would be likely to purchase the new barbecue sauce (.e., 25% were likely and 19% were very Tikely). Approximately 45% indicated they would be likely to purchase the new barbecue sauce when "Chicago Style" was the subbrand name (ie., 27% were likely and 18% were end lik