Question

In: Economics

You are a Marketing Researcher and you have been approached by your manager to understand why...

You are a Marketing Researcher and you have been approached by your manager to understand why this past month the call center has received an increasing number of complaints about a product sold that was previously selling well. When answering the question, the year is 2019 and external influence (threat) of the pandemic is not in play. Answer the following with that scenario in mind outline your approach to the research:

1. Give examples of 3 research questions you would want to answer?

2. For each example, what data will be gathered from where - explaining the data types.

3. What are the pros and cons of the suggested approach?

Solutions

Expert Solution

1. Three research questions :

i) Do you use the product XYZ? If yes, then state for how long you are using this product.

ii) Are you satisfied with the product ? If no, then state the reason.

iii) What kind of complains have been received by the call centres regarding the product?

2.. In order to get answer of the questions a primary survey is required.

The first two questions are for the customers. Past consumers need to be contacted from the company database record to get the answers. These answers will help to understand the reasons for customer dissatisfaction. Data can be collected for these qustion through social media platform.

The third question is for the call centre agents, who have directly interacted with the customers regarding product defects.

These data are mainly descriptive and they are required to be coded after collection.

3. Pros of this approach is these data are detailed and thus help to disgonose the problem effectively.

Data collection through social media is cost effective as well as a large number of sample can be collected within very short period of time.

Cons of this approach is contacting past customers an collecting data are time taking. They may be reluctant to answer questions.


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