CHAPTER 2 ASSIGNMENT
Name: Khyra Section: 1
Date: 1/29/2021
1. You have been tasked with assessing the following independent marketing research survey
results. Analyze the question and determine what the next steps for the companies should be.
a. A cell phone Company XYZ conducted an online survey that showed that 75 percent of
customers put their number-one requirement for a new phone to be increased battery life.
Only 22 percent of customers listed color choices as a large concern. Company XYZ
currently offers 6 different color choices for its product and has a below-average battery
life compared to competition. What should Company XYZ do with these survey results?
The results that Company XYZ found show that customers care more about battery life than
they do phone color, when choosing which phone to buy. The company should use this
information and improve the battery life of their phones so that they are the same quality or
better than the competition.
b. Company ABC recently conducted a survey that showed that 30 percent of customers will
only shop there once and never use the company’s products again. What are some general
ideas that can help increase customer loyalty?
One way Company ABC can increase customer loyalty is by conducting a survey to see why
customers are only using the product once. From those answers, the company can then take
actions to fix the problems. Another way to increase loyalty is to conduct a survey that focuses
on brand image. From the results of the survey, the company can see if customers have a
problem with the image of the brand as a whole.
c. Company #alltheshoes would like to find out what, if anything, customers know about its
new running shoe, FancyShoe. Design two survey questions to find out the following:
1) Are customers aware of the product? 2) What brand image do customers have of the
product?
Have you heard of FancyShoes before?
How likely are you to recommend FancyShoe to a friend?
Name: Khyra Section: 1
Date: 1/29/2021
1. You have been tasked with assessing the following independent marketing research survey
results. Analyze the question and determine what the next steps for the companies should be.
a. A cell phone Company XYZ conducted an online survey that showed that 75 percent of
customers put their number-one requirement for a new phone to be increased battery life.
Only 22 percent of customers listed color choices as a large concern. Company XYZ
currently offers 6 different color choices for its product and has a below-average battery
life compared to competition. What should Company XYZ do with these survey results?
The results that Company XYZ found show that customers care more about battery life than
they do phone color, when choosing which phone to buy. The company should use this
information and improve the battery life of their phones so that they are the same quality or
better than the competition.
b. Company ABC recently conducted a survey that showed that 30 percent of customers will
only shop there once and never use the company’s products again. What are some general
ideas that can help increase customer loyalty?
One way Company ABC can increase customer loyalty is by conducting a survey to see why
customers are only using the product once. From those answers, the company can then take
actions to fix the problems. Another way to increase loyalty is to conduct a survey that focuses
on brand image. From the results of the survey, the company can see if customers have a
problem with the image of the brand as a whole.
c. Company #alltheshoes would like to find out what, if anything, customers know about its
new running shoe, FancyShoe. Design two survey questions to find out the following:
1) Are customers aware of the product? 2) What brand image do customers have of the
product?
Have you heard of FancyShoes before?
How likely are you to recommend FancyShoe to a friend?
