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    American Idol

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    Shradhanjali Behera
    The document discusses a marketing research case study about conducting a survey of American Idol viewers and voters to gain insights for sponsors. Marcello and Litzenberger saw an opportunity to address skepticism around research value and provide useful data to sponsors like Coca-Cola and Pepsi.

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    American Idol

    Uploaded by

    Shradhanjali Behera
    22 views5 pages
    The document discusses a marketing research case study about conducting a survey of American Idol viewers and voters to gain insights for sponsors. Marcello and Litzenberger saw an opportunity to address skepticism around research value and provide useful data to sponsors like Coca-Cola and Pepsi.

    Original Title

    AMERICAN IDOL

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    The document discusses a marketing research case study about conducting a survey of American Idol viewers and voters to gain insights for sponsors. Marcello and Litzenberger saw an opportunity to address skepticism around research value and provide useful data to sponsors like Coca-Cola and Pepsi.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    22 views5 pages

    American Idol

    Uploaded by

    Shradhanjali Behera
    The document discusses a marketing research case study about conducting a survey of American Idol viewers and voters to gain insights for sponsors. Marcello and Litzenberger saw an opportunity to address skepticism around research value and provide useful data to sponsors like Coca-Cola and Pepsi.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 5

    AMERICAN IDOL: A BIG HIT FOR

    MARKETING RESEARCH CASE


    STUDY

    NAME- Shradhanjali Behera


    ROLL- 323SM1010
    INTRODUCTION
    Two marketing research experts, Melissa Marcello and Julie Litzenberger, face a challenge: convincing
    skeptical businesses of the value of professional research. With American Idol experiencing declining
    viewership, they find a potential case study. Using an omnibus survey, they could gather anonymous
    data on viewers and voters, revealing demographics, motivations, and confidence in the show. The data
    could be valuable to sponsors like Coca-Cola and Pepsi, but concerns remain about potential challenges,
    cost, and the overall impact of the study. Ultimately, Marcello and Litzenberger must decide whether to
    drop the idea, pursue the American Idol study, or continue brainstorming for a different approach. Their
    decision will determine how they tackle the skeptics and showcase the power of marketing research.
    1 . M A R C E L L O A N D L I T Z E N B E R G E R F E LT I T WA S
    I M P O R TA N T T O C O N D U C T T H I S S T U D Y
    BECAUSE____

    • Marcello and Litzenberger felt it was important to conduct this study because they were facing resistance from
    prospective client companies who questioned the practicality and effectiveness of professionally done
    marketing research.

    • They aimed to demonstrate the usefulness of marketing research to potential clients and overcome skepticism
    by providing evidence of the insights that could be gained through scientifically conducted studies.

    • They aimed to find insights into a popular TV show's viewers and voters that could be valuable to sponsors.
    2. THE MAIN PURPOSE OF MARCELLO AND
    L I T Z E N B E R G E R ' S S T U DY WA S _ _ _ _ _
    The main purpose of Marcello and Litzenberger's study was:

    • To investigate the demographics and motivations of viewers and voters for the American Idol television show.

    • To gather data that could convince potential clients of the benefits of marketing research.

    • To provide insights into a specific market segment that could be valuable to sponsors.
    5 . T H E M O S T I M P O R TA N T I N F O R M AT I O N
    IN THIS ARTICLE IS______
    The most important information in this article is:

    • The decision to use an omnibus telephone survey to gather information about American Idol viewers
    and voters.

    • The declining viewership of American Idol and the show's need for insights into its audience.

    • The skepticism surrounding the value of professional marketing research and the need for evidence to
    counter it.

    • The potential value of understanding viewers and voters of popular TV shows for sponsors and
    advertisers.

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