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    Case 4.2 Party Time, Inc: Keshav Kumar 1006 Naarm

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    keshav4naarm
    - Party Time Inc manufactures paper party goods and wants to expand distribution to independent party goods shops. - A marketing research team surveyed independent shops by phone to understand competitive products, purchase criteria, and supplier loyalty. - The sampling method and telephone survey have limitations that could introduce errors. A better approach may have been to visit shops in person.

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    Case 4.2 Party Time, Inc: Keshav Kumar 1006 Naarm

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    keshav4naarm
    78 views14 pages
    - Party Time Inc manufactures paper party goods and wants to expand distribution to independent party goods shops. - A marketing research team surveyed independent shops by phone to understand competitive products, purchase criteria, and supplier loyalty. - The sampling method and telephone survey have limitations that could introduce errors. A better approach may have been to visit shops in person.

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    - Party Time Inc manufactures paper party goods and wants to expand distribution to independent party goods shops. - A marketing research team surveyed independent shops by phone to understand competitive products, purchase criteria, and supplier loyalty. - The sampling method and telephone survey have limitations that could introduce errors. A better approach may have been to visit shops in person.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    78 views14 pages

    Case 4.2 Party Time, Inc: Keshav Kumar 1006 Naarm

    Uploaded by

    keshav4naarm
    - Party Time Inc manufactures paper party goods and wants to expand distribution to independent party goods shops. - A marketing research team surveyed independent shops by phone to understand competitive products, purchase criteria, and supplier loyalty. - The sampling method and telephone survey have limitations that could introduce errors. A better approach may have been to visit shops in person.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Case 4.

    2
    Party Time,

    03/29/11
    Inc

    Keshav Kumar
    1006 1
    NAARM
    Flow of discussion:-

    üAbout Company

    03/29/11
    üThe Distribution Decision
    üCompetitive Issue
    üQuestions & Answers
    •
    •

    2
    About Company:-
    • Manufactures variety of special paper product.
    • Grouped into three broad categories:-
    I.Gift Wrap

    03/29/11
    II.
    III.
    IV.
    V.
    VI.Party Goods ( printed plates, cups)
    VII.
    VIII.
    IX.
    3
    X.
    XI.
    Sales & its percentage:-

    03/29/11
    4
    Profit & its Percentage:-

    03/29/11
    5
    03/29/11
    6
    The Distribution Decision:
    ØPresently distributed only through Mass
    Merchandiser and Chain Drugstores.

    03/29/11
    ØAndrew Todd, CEO thinks, is this right time to
    add IPG(Independent Party Good) shop.

    ØSales of party goods by IPG will increase more

    than 25%(projection).
    • 7
    Competitive issue:-
    • Competition within traditional
    channels of distribution is intense.

    03/29/11
    • Less within IPG channels.
    •
    vHad meeting & decided to have
    information on following areas:-
    üCompetitive Products.
    üPurchase Criteria.
    üSupplier Loyalty.
    8
    •
    • Marketing Research team developed:
    -
    ØUndisguised Telephone Questionnaire.

    03/29/11
    ØSemi-structured

     Standards for sampling frame:


    1)The shop must devote more than
    50% of the shelf space to paper
    & party goods. 9
    2)The shop must carry product
    from more than one suppliers.
    Statistics of Sampling:
    Particulars Numbers

    Total shops identified 110

    03/29/11
    Total shops reached 82(74%)

    Total shops met both 32(29%)


    standards

    Agreed to participate 23(21%)


    10
    Ques 1:-
    • Evaluate the research team`s
    development of the sample of store

    03/29/11
    owners. How would you have
    recommended the research team
    develop the sampling frame?
    • This sampling frame has Non-
    observation errors (Non-sampling
    errors).
    ØNon- coverage errors
    ØNon-response errors 11

    üNot at home
    • Recommendation:-
    üImprove sampling frame

    03/29/11
    üEmploy a sampling specialist to
    reduce imperfection.
    üRandom digit or plus-one dialing.
    üFollow-up
    üIncrease initial response rate
    ü

    12
    Ques 2:-
    vDo you think that a telephone survey
    was the best way to collect the

    03/29/11
    needed information?
    • In my view its not the best way to
    collect the needed information in this
    particular case, because
    üTelephone directory does not
    provide a complete sampling
    frame.
    üUn-listed number problem 13

    üRather than they should go for


    03/29/11
    •Thank you
    14

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