You work for a company that creates toothbrushes and your CEO is personally involved in developing a new toothbrush for the company that is really cool, but you have your doubts about whether it really delivers any additional benefits over what is already available.
And, when you pitch the idea of a marketing research study to test consumer response, the CEO says, Are you kidding? Why waste the money and time, as well as let our competitors know what weve got? Lets get this to market! But the market launch will cost $3 million and your companys profits last year were only $5 million. Finally, the CEO gives in and now you must conduct research to determine consumer response and acceptance to this new toothbrush.
Therefore, for this discussion, thoroughly read Learning Objective 6-02 which starts on page 145 of the e-text.
Then please respond to the following questions:
What type of primary research would you use to determine consumer acceptance for this new toothbrush?
Who would participate (new customers/current customers) in this research?
What information would you seek to get from this research?
Explain how this research information could be used to help the company make the decision whether or not to launch this new toothbrush.
Please use the screenshots of of etext as reference. No other outside