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Alexus Harrison
Dr. Williams Woods
BUS 339: Marketing Research
29 March 2014
Introduction
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Research Design
Research design is the roadmap for conducting the marketing research
project. It specifies the details of how the project should be conducted.
There are three types of research design: exploratory, descriptive, and
casual. Exploratory research is conducted to explore the problem situation;
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to gain ideas and insights into the problem confronting the management or
the researcher. Descriptive research is a type of conclusive research that has
as its major objective the description of somethingusually market
characteristics or functions. Casual research is a type of research whose
major objective is to obtain evidence regarding cause-and-effect (casual)
relationships (Malhotra, 2012, p. 68-69).
The Adidas group could make use of exploratory research to
understand the reasons for its lower market share in the United States as
compared to Nike. Exploratory research can be used to formulate a problem
or define a problem more precisely, to identify alternative courses of action,
to develop a hypothesis, to isolate key variables and relationships for further
explanation, to gain insights for developing an approach to the problem, and
to establish priorities for further research (Malhotra, 2012, p.70).
Exploratory research could reveal that the Adidas group has a lower
market share because its brand image is not as strong as Nikes. Alternative
courses of action to boost Adidas image would be to improve product quality
for both Adidas and Reebok, increase television advertising, distribute the
products through upscale company owned stores, and increasing the prices
of the groups athletic shoes and apparel. A hypothesis for the Adidas group
could be that heavy users of athletic shoes are more brand conscious than
light users. In order to test the hypothesis, the Adidas group needs to
examine the purchase and consumption behavior of heavy users of athletic
shoes.
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9. Adidas brand has a wide
range of product offering.
a. Strongly Disagree
b. Disagree
c. Neutral
d. Agree
e. Strongly Agree
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Works Cited
Allison, B. (2005, Aug 04). Adidas plans to buy reebok to increase U.S.
presence. Knight Ridder Tribune Business News. Retrieved from
http://search.proquest.com/docview/463565177?accountid=32521
Boston Business Journal. "Reebok's shine dims post Adidas deal." Widgets
RSS. N.p., 16 Apr. 2009. Web. 12 Apr. 2014.
<http://www.bizjournals.com/boston/stories/2009/04/13/daily41.html?
page=all>.
Burns, Alvin C., and Ronald F. Bush. Marketing research: online research
applications. 4th ed. Upper Saddle River, N.J.: Prentice Hall, 2003.
Print.
Business and Management Case Studies. "Adidas Reebok Merger Case
Study." Management Case Studies and Articles. N.p., 6 Mar. 2008.
Web. 12 Apr. 2014. <http://www.casestudyinc.com/adidas-reebokmerger-case-study>.
Diaz, J. (2010, Oct 13). NIKE BESTS REEBOK. Boston Globe. Retrieved from
http://search.proquest.com/docview/757404244?accountid=32521
Malhotra, Naresh K.. Basic marketing research: integration of social media.
4th ed. Boston: Pearson, 2012. Print.
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