Exploring Customer Attitude

Exploring Customer Attitude  Essay example
Masters
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Marketing
Pages 8 (2008 words)
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Exploring Customer Attitude A pilot research proposal for exploring attitude of potential customers to wooden toys By Submitted to (2011) 1. Executive Summary This work constitutes a proposal for a pilot research project to be undertaken for Playful Times Toys to explore attitude of potential consumers to wooden toys…

Introduction

The pilot study will be undertaken to capture the attitude of a convenient sample in and around Hertfordshire, where Playful Times Toys which will be representative of the companies population. Both qualitative and quantitative techniques will be used. In the qualitative categories, in depth interviews of about 25 existing channel partners of the acquired company will be undertaken using the semi-structured interview technique. In the quantitative category, questionnaires will be administered both physically and using internet to about 500 potential customers comprising parents and grandparents of kids. The qualitative data will be analysed using subjective, interpretative techniques. The quantitative data will be analysed using both descriptive and inferential statistical techniques such as hypothesis testing, Chi-square testing, analysis of variance, correlational studies, and regression analysis. Subsequently conclusions will be drawn and recommendations will be made. 2. ...
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