American Idol Case

632 Words Sep 11th, 2010 3 Pages
Case 2.1
American Idol: A Big Hit for Marketing Research?

1. What steps of the six-step marketing research process are evident in this case?
According to Case 2.1. The steps are: a) Problem Definition.- The definition of the problem presented when Marcello & Litzenberger analyze that professionals resistance to pursing marketing research. b) Only
Mentioned
Development of an Approach to the Problem.- This step occurs when they identify the information that they needed to make their objective (demonstrating the usefulness of marketing research) or theoretical framework come true, and make hypotheses. c) Research Design Formulation.- This next step is acquired when the characters decided to “what to do” to obtain the
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4. If Marcello and Lizenberger decide to conduct this study, what research they adopt? Relate different phrases of the research design to specify aspects of marketing research problems.
They need to make a qualitative research; they can improve a decision to contract a research company to obtain the data collection, with the information they can design a framework for conduct the study (how they are going to keep the analysis). They determine possible answers to the research questions (what spectator says), this study need to test the hypothesis (American Idol Case), to provide the information needed for the conclusion (share with professionals that’s marketing research is a good idea). The design should guide the consideration, including the benefits and cost of this study.

5. What kind of secondary and syndicated data would be helpful in addressing the questions raised by Marcello and Lizenberger? What is the
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