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Question 8: P&G Has Developed A New Toothpaste That Provides Tooth and Gum Protection For

The document discusses conducting research to determine consumer preferences for a new 24-hour toothpaste from P&G. It recommends using in-home personal interviews to ask questions about preferences for attributes like color and fragrance, and how consumers prefer tooth and gum protection. Causal research can help increase market share by predicting the effects of changes like price decreases. Different scales can measure preferences, like nominal scales for brand names, ordinal scales for preference rankings, and interval/ratio scales for ratings and spending. Research in Latin America may differ in accounting for community influences on consumer behavior and regional differences in preferences.

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280 views

Question 8: P&G Has Developed A New Toothpaste That Provides Tooth and Gum Protection For

The document discusses conducting research to determine consumer preferences for a new 24-hour toothpaste from P&G. It recommends using in-home personal interviews to ask questions about preferences for attributes like color and fragrance, and how consumers prefer tooth and gum protection. Causal research can help increase market share by predicting the effects of changes like price decreases. Different scales can measure preferences, like nominal scales for brand names, ordinal scales for preference rankings, and interval/ratio scales for ratings and spending. Research in Latin America may differ in accounting for community influences on consumer behavior and regional differences in preferences.

Uploaded by

Ngọc Thảo Nguyễn
Copyright
© © All Rights Reserved
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Download as DOCX, PDF, TXT or read online on Scribd
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DESIGNING SCALES ASSIGNMENT

Question 8: P&G has developed a new toothpaste that provides tooth and gum protection for
twenty- four hours after each brushing. It would like to determine consumers’ responses to this
new toothpaste before introducing it in the marketplace. If a survey is to be conducted to
determine consumer preferences, which survey method should be used and why?

Answer: For determining consumer's preference to new toothpaste, it is better to use personal
interviewing method.

Personal interviewing:

In case of personal interviewing, it is more effective to use in Home personal interview.

Personal Computer
In home Mall intercept
Interviewing assisted

Why? In personal in Home interviews, respondents are interviewed face to face in their home.
The interviewer's task is to contract the responder. Ask the questions and record the responses.
By personal interviewing consumer's preferences on different variable like color, fragrance etc.
can be determined. It is also important to specify how they prefer tooth and gum protection in
their consideration.

Question 9: What role can causal research play in helping P&G increase its market share?

Causal research is a type of conclusive research where the major objective is to obtain the
evidence regarding the cause and effect relationships. The causal research is basically used to
predict what would be the effect on a particular cause. For example: Decrease in price would
result in increase in sales and market share. In this way causal research in helpful in increasing
the market share.
Question 10: Illustrate the use of the primary type of scales in measuring consumer preferences
for toothpaste brands

Nominal scale Ordinal scale Interval scale Ratio scale


Preference rankings Preference ratings $ spent last 4 months
1-20
Colgate 1 18 20
P/S 4 11 10
Sensodyne 2 15 15
Close-up 5 9 9
Jason 3 17 12

Question 11: If marketing research to determine consumer preferences for toothpaste brands
were to be conducted in Latin America, how would the research process be different?

Research process would be:

Develop research objectives => Collect Secondary data => Primary Research (qualitative or
quantitative methods) => Collect and analyze data => Prepare report

In general, I think it is not so different if we do marketing research in Latin American, but


consumer behavior sometimes somehow is set by influencers or by the community. Therefore, I
think the most different thing here is about the indifference curves of each regions.

Question 12: Illustrate the use of the primary type of scales in measuring consumer preferences
for diaper brands in social media.

Nominal scale Ordinal scale Interval scale Ratio scale


Preference rankings Preference ratings $ spent last 4 months
1-100
Aleva Naturals 1 80 200
Amazon Mama 4 50 100
Bear
Baby Ganics 2 70 150
Huggies Little 5 45 90
Movers
Luvs 3 65 120

Question 13: Discuss the ethical issues involved in researching consumer preferences for
toothpaste brands.

- One of the most serious ethical considerations involved in market research is invasion of
privacy. Companies have an unprecedented ability to collect, store and match information
relating to customers that can infringe on a person's right to privacy. In many instances,
the customer does not know or understand the extent of the company's infiltration into his
life. The company uses this information to reach the customer with targeted advertising,
but the process of targeting can have a chilling effect on personal freedom.

- Another significant ethical consideration involved in market research involves breaches


of confidentiality. Companies regularly share information about customers with partners
and affiliates, requiring the customer to opt-out of the sharing if he doesn't want to be
involved.

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