Case 4.1 Memos from a researcher
John Daniel, a researcher at Georgia Metro Research, made the following notes about several of his
clients to you, a newly hired trainee who has just graduated from college:
Client A is a consumer-packaged goods manufacturer with a well-established brand name. The client has
focused on manufacturing and distribution for years, while the marketing program has been set on
“auto pilot.” All had been working fine, but there was a hint of emerging problems when, in the
preceding year, market share fell slightly. Now, our client has reviewed the current market share report
and noticed that over the previous 12 months, the company’s share has gradually eroded 15%. When
market share falls, clients are eager to learn why and to take corrective action. In these situations, we
know the problem is that we don’t know what the problem is. There are many possible causes for this
slippage, so we need to determine the most appropriate research design.
Second, Client B is a manufacturer of baked goods products sold in grocery stores throughout the
country. Marketing is divided into five regional divisions within the United States. The five divisions have
had total autonomy over their advertising, though all of them have used TV advertising almost
exclusively. Each division has tried several different TV ad campaigns, some of which were thought to be
successful and others less so, but no one had ever formally evaluated the ad expenditures. A new
marketing VP now wants to evaluate the advertising. She’s interested in knowing not only the sales of
the client’s products sold during the different campaigns, but also what happened to sales of
competitors’ brands. In this case, the client needs us to describe sales by SKU in the client’s product
category for each TV market, and for each time period associated with each ad campaign. What
research design do you recommend?
Finally, Client C is in a very competitive category with equal market share of the top three brands. This
client is convinced that it has changed every marketing-mix variable possible except for package design.
Since the three competitive brands are typically displayed side-by-side, Client C wants us to determine
what factors of package design (e.g., size, shape, color, texture) cause an increase in awareness,
preference for, and intention to buy the brand. What do you recommend for the appropriate research
design?
Describe what research design you would recommend for each client.
For each research design you selected for the three clients, discuss why you believe your choice of
design is the correct choice.