Question 1
Marketing research plays a significant role in brand building and development on the Procter & Gamble Company. Through marketing research, this company can establish the equity of the brand. This is the value a product has as a result of having a famous brand name as compared to the product standard equivalent. Marketing research could also proof useful to Proctor & Gamble Company in helping it make sound decisions. Most decisions taken by firms depend on data collected from the market. Brand building can also be boosted through proper understanding of the consumer behavior with regards to the product. Marketing research is helpful to Proctor & Gamble as it can help the business bond with its customers as well as discovering new ways to make a product reach its customers.
Question 2
A marketing research problem is a state where the company intends to launch a product into the market. Before hand, it ensures that the product has a market and will generate income. The management decision problem is to analyze the best method to use so as to tackle the marketing research problem.
Question 3
The best survey method for P&G to use to determine customer preferences is in person surveys. These are surveys conducted by marketing officials of P&G and are conducted in places with high people traffic, for example, shopping malls. The specific name is the frequency distribution whereby the usage and attitude of consumers toward the toothpaste will be determined.
Question 4
Primary scales assists in portraying a true imagery of the toothpaste preference among the users. The specific term for the scale is a cross tabulation. It will include usage, gender and row total.
Question 5
If the research were to be done in Latin America, the research methodology would not be very different because the firm would need to carry a similar analysis of the market before introducing the toothpaste brand.
