1. Evaluate each method of collecting the data. Which would you recommend and why?
The first method is simpler than the second one. It does not involve any complicated action from the respondents’ part. It uses elimination approach to reveal the best and the worst name according to the respondents’ perception. On the other hand, it seems to be oversimplified. The method cannot be used for developing product name because it does not involve product testing. I consider that a lot of attention should be paid to the process of developing product name because the name is one of the key points of the product success in the market.
The second method is definitely better because it includes more detailed interviewing of the respondents and product testing. The method allows gathering more information with regard to the product name and compliance of the product name to its scent. The method allows using sense of smell and touch rather then using vision only. Using seven-point differential scale helps adequately evaluate product name. Also, the method enables collecting information with regard to potential consumers’ behavior due to the questions asked in the second part of the survey.
In accordance with the concept of the product and company’s vision, the product name should be associated with the scent of the insect repellent in order to satisfy the customers’ needs. This is the reason why I consider that the second method of marketing research is better than the first one. I would recommend the second method for conducting a survey.
2. How would you use the data from each method to decide what the brand name should be?
I will make the list of the best and the worst names of the product obtained from two surveys. Then I will compare data collected with the help of two methods and find out the best and the worst names in accordance with potential customers’ perception. After this I will make a ranking, exclude all of the worst names. Then I will choose the name from the best names in accordance with the ranking.
I think that data collected from the second method is more useful because it gives the information gathered before and after testing the product. These data would help me to choose the right name for the product which corresponds with the product concept. I will choose the name which would receive the highest rank after product testing.
3. Do you think that personal interviews in shopping malls are a useful way to collect these data? If not, what would you recommend as an alternative?
I consider that personal interviews in shopping malls are a very effective way to collect data regarding the product name. The advantages of this method are as follows: there is a possibility to observe the impression made by the product on potential customers; data collected with the help of this method can be easily compared; the survey allows conducting more “in depth” research; there is a possibility to immediately test the product; there is a possibility to observe and analyze body language of a respondent; many respondents can be observed simultaneously. Although personal interviews are effective, they, however, can be expensive. Also, it may take much time to arrange an interview and some of the respondents could be biased when having personal interview.
There are a lot of other methods to be used, such as, telephone interviews, mail surveys, focus groups, observations and many others. I consider that personal interviews are the best choice in this case because they involve direct contact with potential customer and allow product testing.
Gilbert. A. Churchill, Tom J. Brown, and Tracy A. Suter. Basic Marketing Research.7th ed. New York: South-Western Publishing Co, 2010. Print.