Man351 Market Research|Marketing Manager Assessment Answer

1. You are the marketing manager of a company operating in cosmetics sector. You have not been in the Turkish market before, but you are planning to enter into the market with men’s cosmetic products. You want to conduct a marketing research before stepping into the market about:

a. Turkish men’s grooming habits and how they use these products in their private space

b. potential demand that could be achieved in this market.  

Which data collection techniques should be used in consideration of the target market, and costs (monetary, time, etc.) of the research.  

2. “BC Chocolates” wants to launch a new “brownie” to the market. The target market for this product is middle and high income Turkish consumers who live in big cities. Previous research shows that male and female consumers differ in their consumption amount of similar products, and consequently, in purchasing frequency. The company wants you to conduct a research to forecast the demand in the market.   

a. Define the population (census) of this research.  

b. Which probability sampling technique should be used in this research? Please explain how you would do the sampling for this study.   

3. The business administration department designs a survey of learning throughout the program.  The questions are written with complicated wording and phrasing.  This can cause the test becoming a test of reading ability, rather than a test of knowledge about business administration.   What is your conclusion about the goodness of the measure? What does it lack and why?