CASE STUDY – RETAILERS UNHAPPY WITH DISPLAYS FROM MANUFACTURERS
CLARIFICATION OF THE RESEARCH QUESTION:
1. To design an experiment to test a new display design for “Raid”, the popular insecticide, who has developed an Insect – A – Guide to help people learn about the pests they’re trying to kill.
2. The Experimental design should test for both Customer and Retailer Satisfaction with the Display.
New Display Design is required to be tested since the latest release of the Survey done by Howard Marlboro Group states that 60% of Supermarket Executives are unhappy with Current Tracking System that Manufacturers provide.
EXPERIMENTAL RESEARCH DESIGN:
Steps involved in Conducting an Experiment:
(i) DATA COLLECTION DESIGN:
a. Selecting Relevant Variables –
We have to select variables, independent and dependent, that are the best operational representations for the Concept.
Here the Independent variable is the Display Rack and
The Dependent Variable is Customers & Retailers Response.
b. Specify the Treatment Levels –
The participants experiencing the manipulation of the Independent Variable, called the Experimental Treatment.
We can divide the Retailer-Customer Group into Three Sectors – Small, Medium & Large, based on the Size of the Supermarket
We can have Control and Experimental Groups in all the three levels.
c. Control the Experimental Environment –
At this stage, we are principally concerned with Environmental Control, holding the constant , the physical environment of the Experiment.
Other forms of Control involve Subjects and Experiments. Blind and Double Blind Approaches control unwanted complications such as subjects’ reactions to expected conditions or experimental influence
d. Choose the Experimental Design –
Here we can opt for “Field Experiments – Quasi or Semi Experiments Design”. Since our research is done on the Field, where we cannot often have enough control of the extraneous variables or the experimental...