After reading the assigned textbook reading, please review Case 12.1 entitled Subaru: “Mr. Survey Monitors Customer Satisfaction” found at the end of Chapter 12 of the Malhotra textbook. Please read the 3 other articles available in the Learn section. After reading the Malhotra portion as well as thearticles, create a Word document that addresses the assignment deliverables.
Instructions
Assignment Deliverables:
1. Discuss the role that marketing research can play in helping Subaru understand why its customers are devoted to the brand.
2. In order to expand market share in the current hypercompetitive automobile market, Subaru must foster and build customer loyalty. Define the management decision problem.
3. Define at least 4 marketing research questions based on the above management decision problem.
4. Discuss the role of qualitative research in understanding the devotion of consumers to a particular automobile brand.
5. Which specific qualitative research technique(s) should be used and why?
6. If a survey is to be conducted to understand consumer preferences for various automobile brands, which survey method should be used and why?
7. Can Subaru make use of causal research? If yes, how?
• Length: this is a MBA graduate course, so submit the requisite amount of theory and analysis/discussion for each question. Cursory, short answers are not acceptable. Provide the necessary scholarly attention to these questions. A satisfactory answer will require a minimum of 1500 words for the total assignment.
• Format: current APA format
• Number of citations: 3 relevant resources excluding the course textbook
• Acceptable sources: Please search not only for trade journals such as the WSJ, Fortune and the Economist but also for academic journals such as the Journal of Sport Management, Journal of Marketing, Sloan Management Review and so forth. Searching for academic journals helps to triangulate your data and compare and contrast different definitions. In this way a more critical thinking approach can be applied.
Upload this assignment into the submission link and title your submission accordingly (LastName_BUSI614_Section#_Qualitative4).
