Question

1. Assume that you are a marketing manager for a firm that markets tablet computers. Your firm introduces a new model of tablet annually to replace the offering currently on the market. To ensure that your firm is planning and creating tablets that the marketplace values and will buy, you conduct periodic conjoint analysis studies. Briefly describe your planned study for this year.

2. You are the marketing manager of a midsize firm that sells parts to heating and air conditioning professionals for use in their work, and you have decided to survey your customers’ feelings about your firm. List and discuss three possible sources of error that may occur when you conduct your survey.

3. Assume that you work for Apple Inc. as a researcher. Use your knowledge of the company and its products, along with its competitor’s products, to draw a perceptual map for tablet computers such as the iPad. Include at least three brands and at least four realistic attributes for the products on your map.

Answer 1

When firm undertakes conjoint analysis the firm shall analyse through statistical survey techniques and measure how people value different attributes. This will help firms to identify preferences and tastes and what different set kf customer look out for. Thus an effective pricing and positioning strategy can be codeveloped.

However such finding will have 3 drawback :

1. The attributes listed may have scale of measurement which does not effectively gauge consumers preference
2. Some attributes mentioned may bemissing which consumers prefer a lot.
3. Sample size of survey if small can give limited efficiency of model hypothesis  

Perceptual Map defines 4 attributes like high and low pricing, high and low quality with various competitive brands listed as per perception amongst consumers in below map:

ーwvw.navneet.com- PAGE NO.: DATE: IT TABLETRANOS HIGH PRICE Prle Asus 3amsun -0 SvAL onee PPo ayoon ViVO Onelus Low PRICE