Subaru "Mr, Survey" Monitors Customer Satisfaction survey video case 12.1 by Jahirul islam Robin
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5. Ques. No. 1: Discuss the role of marketing research
can play in helping Subaru understand why it’s
customer are devoted to the brand.
Help to understand the motivations of the consumers.
Help to understand perceptions of the consumers.
Understand preferences of consumers in the market.
Provide them with a profile of their loyal customers.
6. Ques. No. 2: In order to continue to grow, Subaru
must foster and build customer loyalty. Define the
management decision problem.
Management Decision Problem
• What can Subaru do to improve customer loyalty?
• Should the product be designed for female customers?
• Should the price of their product be increased?
7. Ques. No. 3: Define an appropriate marketing
research problem based on the management
decision problem you have identified.
• The marketing research
problem is to determine
customer preferences for
automobiles and discover
what things create loyalty
among these customers.
• To determine customer
preferences and their loyalty to
buy the same brand again.
• To determine the effectiveness and
demand of female customer’s
product.
• To determine the price elasticity of
demand.
8. Ques. No. 4: What types of research design should be
adopted to investigate the marketing research problem you
have identified?
1.Qualitative research
2.Focus groups and
3.Depth interviews
9. Qualitative Research: is an unstructured exploratory
research methodology based on small samples which
provides the understanding of problem setting.
FOCUS GROUP
• An interview conducted by a
trained moderator among a
small group of respondents in an
unstructured and natural manner.
• 8-10 group size
• 1-3 hour time duration
• Relaxed, informal atmosphere.
DEPTH INTERVIEW
• An unstructured, direct personal
interview.
• A single respondent is probed by a
high skill interviewer.
• One and one basis.
• Time: 30 minute or more.
• Underlying benefits, motives,
attitudes etc.
10. Ques. No. 5: In what way can Subaru make use of data
from the 2000 or 2010 U.S. in census? What are the
limitations of these data? How can these limitations be
overcame?
Ans: The Census 2000 data could be a valuable source of
secondary data for Subaru. It could help them realize the
size and demographics of the US market.
However, it would not give them specific information that
would relate motivations, perceptions, and preferences to
customer characteristics.
This could be overcome through other available secondary
data or through primary data collection.
11. Ques. No. 6: What type of data available from
syndicate marketing research firms will be useful
to Subaru?
Ans: Syndicate marketing research firms
could provide objective and highly detailed
analyses of consumers’ car buying habits
and relevant psychographic and lifestyle
information. Specific car buying information
is available from syndicated firms such as J.
D. Power and Associates.
12. Ques. No. 7: Discuss the role of
qualitative research in
understanding the devotion of
consumers to a particular
automobile brand. Which
qualitative research techniques
should be used and why?
13. Ques. No. 8: If a survey is to be conducted to
understand customer preferences for various
automobiles brands, which survey method should
be used and why?
Complex questions and a diversity of questions will probably be asked.
Personal interviews will be effect. From the three personal method, mall
intercepts will be the most efficient in terms of cost and speed.
14. Ques. No. 9: Can
Subaru make use
of causal
research? If yes,
how?
Causal research is used
to obtain evidence of
cause and effect
relationships.
15. Ques. No. 10: Design
ordinal, interval and
ratio scales for
measuring consumer
preferences for various
automobiles brand?
16. Ques. No. 11: Design Likert,
scales for measuring
consumer preferences for
various automobiles brand?
17. Ques. No. 12: Design
a questionnaire to
measure consumer’s
evaluation of Subaru
brand.
19. Ques. No. 13: How should the sample size be
determined?
Target population: US population age 16 and older that own a car
Sampling frame: People at malls across the US
Sampling unit: Individual consumers at malls
Sampling technique: Quota sampling
Sample size: 1000
Execution: Select specific shopping malls based on the judgment of the
researcher. Set quotas by age and gender. Use quota sampling to select mall
patrons and interview them.
20. Ques. No. 14: If Subaru were to conduct marketing
research to determine consumer willingness to
purchase automobile brands in Germany, how would
the research process be different?
Answer: Subaru needs to address differences in the lifestyle orpastime and
popular sports (soccer) in their marketing research. They also need to consider
other socio-cultural factors such as environmental friendliness and research
methodology in Germany.
In Addition: Economical Factors
Infra-structural factors,
Marketing environment,
Government environment,
Legal environment and Information
Technological environment should be considered as well.
