Case Study 4 : Household Detergents Division




Background Information :


  • The household detergents division of a large household products company with worldwide distribution is planning a research study among women 21 years and over to determine their attitudes toward home laundering and the products and brands used in such activities.
  • Studies are to be carried out in a variety of countries in the Far East, Middle East, Africa, Western Europe, Eastern Europe, and South America.
  • What data-collection problems would you expect to experience in doing this research across a variety of countries?


Theoretical Concepts Used


  1. ^ sample design
  2. ^ questionaire design
  3. ^ hiring/training over the interviews
  4. ^ data collection method
  5. ^ actual data collecting




Solution :

  • collector bias, when the entrepreneurs are conducting the marketing research themselves instead of contracting a third party
  • the data collector may bias the respondents, so they will tell the researcher what they think she wants to hear
  • non response by some respondents
  • the researcher does not know who actually replied to the survey




Standard Solution


The problems which will be encountered in doing such research across a variety of countries include the difficulties associated with

  • [1] sample design (inadequate population data),
  • [2] questionnaire design,
  • [3] hiring/training/control over interviewers,
  • [4] data-collection methods (phone versus personal interviewing) and
  • [5] actual data collecting (asking questions and recording answers).
  • It will be difficult to compare the results across countries given the variation in the sample designs, the response rates of different groups, the calibre of the interviewers and the meaning of key words in the questionnaire.






Links





Tag Cloud



  1. client contact systems
  2. collector bias
  3. competitive advantage
  4. competitive intelligence
  5. computerised reorder system
  6. consumer behaviour
  7. data sources
  8. evidence based forecast
  9. experienced user
  10. internal records
  11. just in time
  12. logistical alliance
  13. market potential
  14. market segmentation
  15. market segments
  16. marketing program
  17. marketing research
  18. mass market
  19. mass market strategy
  20. michelin; us west;
  21. micro segmentation
  22. middleman
  23. modified rebuy
  24. multi-functional sales teams
  25. multilevel selling
  26. multiple buying
  27. multiple level relationships
  28. mutual trust
  29. narrow market segment
  30. narrow niche
  31. nationalisation of producers
  32. nerve center
  33. new task buy
  34. nine west group
  35. observation;direct observation' tanzania mobile;
  36. on-time delivery
  37. opportunity; research
  38. order handling
  39. organisation market
  40. organization marketing behaviour
  41. organizational behaviour
  42. organizational customers
  43. organizational demand
  44. organizational market
  45. organizational purchasing behaviour
  46. organizational purchasing process
  47. paperless exchange
  48. parity pricing
  49. personal selling
  50. personal use
  51. political risk
  52. potential market; penetrated market
  53. pre-delivery inspection
  54. pre-sale service
  55. prestige buyer
  56. pretender
  57. primary data
  58. procurement costs
  59. purchasing criteria
  60. qualitative data
  61. qualitative research
  62. quality assurance
  63. quality standards
  64. quantitative data
  65. quantitative research
  66. research objectives
  67. retention programme
  68. routine purchase
  69. sales forecast
  70. semantic differentiation scale
  71. sequence of information
  72. shared costs
  73. short term contracts
  74. social construction
  75. status oriented consumers
  76. stock availability
  77. straight rebuy
  78. supplier bargaining power
  79. supplier performance
  80. supplier reputation
  81. survey
  82. tabulation errors
  83. tanzania mobile
  84. target customers
  85. target market
  86. target marketing
  87. technical experts;
  88. test markets
  89. transaction cost
  90. trend forecasting
  91. trusting patron
  92. underlying consumer demand
  93. unethical demands
  94. unstated but implicit assumptions
  95. users
  96. value analysis
  97. value shopper
  98. vertical integration
  99. visceral thing that cannot be trained
  100. wild guess