Nike Max Sight Contact Lenses Essay example

727 WordsJul 26, 20083 Pages
Nike Maxsight Contact Lenses Descriptive Research Design Designed for athletic individuals in need of vision correction, Nike’s Maxsight contact lenses were developed through a partnership with Bausch and Lomb. The new lenses are available in grey-green or amber colors, depending on the primary sport of choice. Offering distortion-free optics by reducing glare and boosting contrast help Nike athletes “See Sport Better.” In addition, the Maxsight lenses filter over 90% of harmful blue light and UVA and UVB rays (The Eye Center website, 2008). To better serve Nike’s customers, the advertisements in the campaign are to be evaluated. It will be determined which advertisements consumers find most interesting and effective. Various…show more content…
The most common form of surveys, mail interviews, will also become a part of the descriptive research design of the Nike Maxsight contact lenses. The pre-selected respondents will include previous customers of Nike eyewear (including contact lenses), as well as select Bausch and Lomb customers. The outgoing envelope will include personalized addressing and a Nike Swoosh to aid in brand recognition. Mail interviews serve to measure consumer preferences, and the questionnaire will be comprised of fixed alternative questions requiring respondents to choose from a set of predetermined answers. Questions will include product satisfaction levels such as: • Quality of current contact lenses • Satisfaction with Bausch and Lomb products • Satisfaction with Nike products (general) • Effectiveness of Nike Maxsight contact lenses advertising Respondents will then rate each question, with a “1” considered “very satisfied” and “5” considered very dissatisfied. The same incentives will be used across all research methods; customers will be entered to win a lifetime supply of Nike Maxsight contact lenses. Both Nike and Bausch and Lomb will implement a Customer Relationship Management platform known as Maxsight Performance on each company’s website. This website survey system will enable the companies to gain real-time feedback and acquire immediate notification of unsatisfied customers. The data collected

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