Mattel will select a group through a random sampling

  • University of Phoenix
  • MKT 441
  • Homework Help
  • student1255
  • 13
  • 100% (4) 4 out of 4 people found this document helpful

This preview shows page 7 - 10 out of 13 pages.

Mattel will select a group through a random sampling method and ask that groupquestions.Figure 2shows an example of the questions and the Likert Scale.Mattel will use theLikert Scale to determine the mean, median, and the mode from the results. The mean will givethe Mattel Company some indication about the distribution. The Mattel Company will use themode to determine the frequent opinion between each participant.ConclusionBecause it is the most time and cost efficient, secondary research would be the idealmethod for collecting data on the international consumer and toy industry.Mattel can do this byreviewing secondary research conducted by others or utilizing internal secondary resources.With this information Mattel will learn about the industry’s forecasts, potential countries tomarket to, and regional demographics.Secondary data can be found in reports, articles, or evenonline databases and provide a range of information that will better help design a new toy tomarket internationally.The advantages of secondary data for Mattel are economical, time saving, help in solvingthe problem, and give Mattel a basis to follow during primary research for this new toy.However, the disadvantage is that the data may be outdated and might not be accurate and,because this is a new toy for Mattel, this type of research may not be the most accurate forMattel.That is why primary research will also be necessary so the data collected will be fresh,accurate, and focused on the attitudes of customers regarding Mattel’s new toy. Mattel will alsolearn other needed information about the new toy to make the toy better for the customer’s wantsand needs.
Mattel needs to use the tools which are most applicable because of money involved in theresearching process. Online panel sampling is a good tool for Mattel because of being very cost-effective and also because Mattel will be demographic specific.Questionnaires are a good wayof tying up loose ends or answering more direct questions that cannot be answered with the dataavailable.With all of these primary and secondary sources available, Mattel should be able tocome up with a product idea quickly.A look at international consumers and the toy market willgive enough information with which Mattel can create a new product design.
AppendixFigure 1Date: 05/12/2012Company’s Name: MattelProduct: New ToyDepartment: ToysProduct Description: New ToyMattel Consumer QuestionnaireQuestionCircle One of the SelectionWritten Response orComments1In what area of the countrydo you live?2What is your age range?
3What would be your mostimportant reason inchoosing this product?
4Have you purchased asimilar product in the past?
5Would you be likely toselect this product overYesNo
another brand? Pleaseexplain why or why not.6How would you rate the

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 13 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Winter
Professor
admin

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture