eGO: Reinventing Wheels Video Case

1) eGO would like to increase its U.S. sales. Define the management decision problem.

2. Define the marketing research problem corresponding to the management decision problem you identified.

3. What type of research design do you think the company adopted in conducting marketing research to determine consumer preferences for eGO vehicles?

4. Can eGO make use of a panel? If so, what type of a panel and for what purpose?

5. How would you use the Internet to determine men's preferences for electric vehicles?

6. What sources of syndicated data would be useful to eGO in projecting future demand for its vehicles?

7. Are focus groups or depth interviews better for determining the factors that underlie consumer preferences for eGO?

8. If a survey is to be conducted to determine consumer preferences for eGO, which survey method should be used and why?

9. Illustrate the use of nominal, ordinal, interval, and ratio scales for measuring consumer preferences for eGO.

10. Illustrate the use of Likert, semantic differential, and Stapel scales for measuring consumer preferences for eGO.

Answer:

1.      The management decision problem is to find the most suitable and appropriate distribution channel that would drive the products to the clients considering rejection from both motorbikes and motorcycles vendors.

2.      The marketing research problem was to find out how to distribute the product as well as identify the specific distributors of intermediaries to promote sales.

3.      The company adopted a survey research design in conducting marketing research to determine consumer preferences for its vehicles.

4.      I believe the company should make use of a panel. More precisely, an expert panel will be suitable for brainstorming and coming out with the best solution to address the issue at hand.

5.      Internet can be used to track and follow men's activities especially sporting activities on social media. From these activities, you will be able to determine their preferences for electric vehicles.

6.      Market research findings indicated the products would be successful in markets where golf carts are already established and resort areas.

7.      Focus groups are better for determining the factors that underlie the consumer preferences for the company because they allow the facilitator to engage a group of people and find out their feelings, tastes, attitudes, perception on a particular product. 

8.      The company should conduct a market research survey. This type of survey will allow the company to find out what the market thinks about its new product, discover customers' needs, and find the appropriate distribution channel.

9.      The nominal scale will be used to list all the possible consumer preferences including transportation, luxury, entertainment, sporting. The ordinal scale will be used to rank the consumer preference from the most preferred to the least preferred. For example, sporting will be ranked higher than transportation. Interval scale will be used to rank and compare the differences between the services to find out the most appropriate services. Finally, the ratio scale will be used rank, compare, and find the ratio of customers' preferences based on period, location, and activities.

10.  The Likert Scale will be used to demonstrate the attitude of the consumers toward the wheel vehicles. For instance, consumers will indicate how they agree or disagree about the product ranging from very positive to very negative.

Semantic Differential Scale is a seven-point scale with bipolar labels such as good or bad, simple or complex. Therefore, consumers will indicate their attitudes about the product using bipolar levels.

The staple scale will be used to measure the intensity and direction of consumers' attitudes. The company will use bipolar levels to identify both direction and intensity of the consumers' attitude on their product.

References.

https://themarketingresearch.com/ego-reinventing-wheels-12566