Adidas

CHAPTER 1 1) Marketing research involves the identification, collection, analysis, and dissemination of information. Explain how each of these phases of marketing research applies to Gucci's problem. 2) Is the problem facing Gucci a case of problem identification research or problem solution research? Explain.

After defining the problem that Marketing wants solved, you need to determine the main thrust of the research. Which of the following research directions would best serve to provide an answer to the business problem that you decided upon?

“Quantitative research involves numbers and measuring quantitative or amounts”. (Whitehouse, M, 2010:425). Methods that involve quantitative data may

In defining quantitative research the term can be dichotomized. Firstly, research refers to creative, systematic work with the intention to increase the knowledge of man and thereby devise new applications (OECD, 2002). In addition Gray (1997) stated that research should improve performance and that the results should be

The nature of the sample that is used in qualitative research designs are clearly focussed to the question that is being asked (Burns, N & Grove, S 2007). Within this study convenience sampling is used, this is a non-probability method. Convenience sampling involves choosing individuals who are closest to hand and

Quantitative research involves collection of data using a survey technique from human participants. Major benefit of human participants is that a researcher will be able to collect valid and reliable

The quantitative approach to research has numerous principles that make it unique compared to other approaches. In this paper, I will break down many of the

There are multiple types of survey methods utilized in research. Three of the main survey methods include interviews, electronic surveys, and written surveys. In interviews, the assessor works directly with the respondent to obtain responses to the survey. Utilizing interviews allow researchers to obtain comprehensive and thorough responses. Moreover, the interviewer is able to follow-up on certain responses if more information is needed. Despite these benefits, interviews have some potential disadvantages. It is difficult to obtain a representative sample of a population willing to participate in an interview. Additionally, this type of survey is often costly in time and money. Furthermore, there is potential for interviewer bias to affect

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

Quantitative research is concerned with objectivity, tight controls over the research situation, and the ability to generalized findings (Nieswiadomy, 2008, p.

Quantitative research is used make inferences based on a certain experience by incorporating a large or wide number of participants that are measurable and that have objective hard data that will allow for a statistical control and generalizability across many populations. (Sheperis, Young, Daniels, 2010). This data will come from surveys and experimental methods and proves to be rather valuable.

This study will use convenience sampling, depending on my results I will determine whether to progress with the study in colleges across the country to generalize our results. Convenience sampling is the best form of sampling i can use in this project, due to time and lack of control over events.

Marketing strategies are generally concerned with 4 Ps; product, pricing, promotional and placement strategies. The focus of these strategies are the objectives to be achieved, meant to ultimately meet the business overall goal of revenue growth. The key to successful marketing is differentiation strategy. If consumers do not perceive Nike as being different from those in the competition, Nike will not win the marketing war. The battle for consumer minds is a battle of perceptions not the products, thus, it is important for Nike to constantly engage with a differentiation strategy and tactical activities to stay ahead as the leader in global sportswear and apparel market.

Adidas Group is showing initiative and a desire to grow making it clear that they have every intention to become the world’s market leader and by 2015. Nike, who use to dominate Adidas Group in the business world, has lost ground. Currently Adidas Group is only one percent shy of Nike’s market share. Adidas has closed that gap significantly from five years ago and is showing no sign of slowing down (Marian, 2012).

Key concepts of a marketing research problem is first determine management decision problems, and then defining a broad marketing research problem, which in turn should be narrowed down by specific components. These specific components guide researchers to define an approach to the problem, find relevant objective/theoretical framework and choose among