Marketing Research Methods

Zinxinity is a brand operating in the luxury segment in the UK car market. Adam Fildes who is the brand manager of Zinxinity has several concerns regarding the marketing mix designed for Zinxinity and the performance that Zinxinity achieves. In preparation for a meeting with the Chief Marketing Officer (CMO), Mr. Fildes would like to know the current situation of Zinxinity and some growth possibilities for the future. For that purpose, the research team of the company is provided with a dataset ...

Task: Vincent Prabhu is a Chief Marketing Officer (CMO) of a firm operating in the dairy product category in the UK. Mr. Prabhu is considering launching a new yogurt brand in the market. Thanks to his marketing research training, he believes that they should carry out an advertising survey study to understand consumers’ intentions to buy for the new brand called Zoplait. He thinks that intentions to buy are the result of consumers’ beliefs about Zoplait, consumer attitudes about a viewed TV...