Question

Scenario Script
Caption: Mieke, the head of Marketing has heard about you. And at Princess Foods, like much of the rest of

the world, the reward for good work is more work.
Mieke: Thank you so much for making time for me. Liwei says that you’re a miracle worker...

Caption: Princess Foods Corporation is piloting a new service called “Princess Select,” a new premium meal kit service. Subscribers are mailed kits that each contain all the ingredients that a customer would need to make a delicious meal in exactly the right proportions. All the customer needs to do is to follow the provided recipe and a fresh, home-cooked meal is ready in no time. Mieke needs to gauge their interest in this new service and decide whether to market it nationally.

Caption: Mieke has stated that at least 85% of the potential customers must express some desire for the service and, for those who exhibit an interest, the average cost they are willing to pay per two-meal package must be at least $47.50. Mieke insists that you be 95% certain of your findings.

Mieke: Because this is a relatively new service on the market, we need some additional insight into how Princess Select would fit into our customers’ lives and what they’d be willing to pay for a service like this. We conducted a survey of 50 potential customers. Can you prepare a memo that includes your findings and recommendations?

Mini-Case Assignment

In your memo, you should include the raw data and a clear interpretation of the data that justifies your findings. Use the raw data below to write your memo. Since you only have sample data, you decide to determine confidence intervals.

Of the 50 potential consumers surveyed, 34 expressed an interest in purchasing it. The maximum price each would be willing to pay is shown in the table below.

Using the data, answer the following questions:

How would you reply to the Mieke’s request for information?

Should the service be marketed?

How large should the sample be if you want to maintain a 95% level of confidence and suffer a

maximum error of $2.00 in your estimate of the highest price consumers are willing to pay?

Maximum Prices

47	62	46
43	53	34
54	45	35
65	36	32
54	45	31
34	36	25
38	37	56
35	43	65
43	48	54
37	46	65
54	42	47
63

Answer 1