New twist off Bottle Tops on Soda Bottles
Problem: New design of bottle tops are shorter and do not have enough gripping room for older arthritic hands
Research Objective: How to conserve space and use less plastic but still make twist-off bottles user friendly for the baby boomers that represent a large market of soda drinkers.
Population of Interest: Those over 50 who drink soda in plastic bottles with twist-off lids.
Environmental Context: Cut down on space by making the bottle tops shorter. That would allow for same additional vertical storage in coolers and warehouses.
Research Design: Basic demographic information is available through already published reports and internal previous research. Exploratory research should probably be used since the move has already been made to short bottle tops. Here are some ways that they can fix the problem:
Validity is where the company needs to be straight forward when questioning. An example would be – Is the new designed cap harder to open?
Reliability is when the company is using observation face to face and asking the questions differently.
Representativeness of the data is focusing on baby boomers and soda drinkers.
Appropriate sampling plan: Convenience sampling at sporting events or any event and by using a list of some baby boomers do simple random sampling.
Reference
The Coca-Cola Company. (2009). 2008 Annual Review. Retrieved July 21, 2009, from http://www.thecoca-colacompany.com/investors/annual_review_2008.html
Setlow, C. (2002). Consumer Trends: Winning the West — A Soda Story. AllBusiness. Retrieved July 21, 2009, from http://www.allbusiness.com/retail-trade/4253486-1.html
University of Phoenix. (2008). Marketing Research Gathering, Analyzing, and Using Information. Retrieved July 20, 2009, from University of Phoenix, Week Two, mkt230.