Tiffany Ah Tye

Market Research HW 1
5 pg. 62
Purpose: find out which colors customers prefer for stoves and
refrigerators. It may take different approaches for color
preference of stove vs. color preference of refrigerator.

6 pg. 62
Questions: What is the demand for young, trendy womens
clothing vs. conservative clothing? What are customers current
thoughts on the brand? Will such a change be noticed by the
target audience?

Research Purpose: Find out if customers would be more drawn to

the brand with the change.

12 pg. 63
a. The management problem is that the management (the
founder) just assumed that a high demand would exist,
instead of researching beforehand. Also, he or she did not
consult with anyone else before making the hypothesis.
b. Hypothesis: There will be a high demand for mail-order
contact lenses
c. 3 Research Questions:
a. Will there be a demand for mail-order contact lenses?
b. Are customers currently displeased with the retail outlet
service? Why?
c. What would make mail-order contact lenses attractive
to customers?
5 pg. 90
a. The management here would most likely be the government.
b. Research approach: Exploratory, because we are trying to find
out if food stamps are being used to supplement food
budgets. Therefore, the question would be, Are food stamps
issued to low-income individuals being used to supplement
food budgets, instead of replace former spending?
c. The problem with my proposed approach is both research
and ethics. It is fdifficult to ask low-income families what
exactly they are spending on food; sometimes they may
lie, or fib that they are only using it to replace their former
spending, and that they spend the same now on food as
they did before. However, it is also wrong to pry into their
finances, and may leave a bad taste in peoples mouths if
you ask too many questions about how they are spending
their money when they are already low-income.
3 pg. 284
a. Nominal scale there is no order to the seasons, and one is
not worth more than another.
b. Comparative scale used to indicate satisfaction. The
categories are labeled, and the respondent is forced to make
a clear choice, but there is also a neutral option.
c. interval scale there is an order to the options, and there is a
clear measurement that is the same between the options.
d. rank-order scale you are asked to rank the detergents in
order of preference.

Extra Credit
Janes assumption of the average speed of 50 mph is incorrect.
She cannot simply average the two mph of her two trips; she
must instead take the total distance traveled (240 miles) and
divide it by the time it took her to travel (5 hours) which gives
her an average speed of 48mph, not 50.