Prepared by :

Rike Panjaitan
Donny Rajendra
Willy Handoko

Hamilton Power Tools

Case overview

Mr Campagna, the marketing manager for Hamilton Tools want to use

marketing research as a tools to change the company from sales
oriented company to consumer oriented philosophy of the marketing
concept.
For more than 30 years Hamilton Power Tools had been marketing
industrial products by catering to the construction and industrial tool
markets. Their construction product lines included tools such as power
trowels, concrete vibrators, generators, and power driven tools. Their
industrial lines were primarily pneumatic tools: drills, screw drivers etc.
One of their products, the gasoline powered chain saw, was somewhat
different from the traditional construction and industrial tools. John
hamilton acquired this small chain-saw manufacturer with mainreason
to diversify the company into other markets.
The chain-saw market was changing rapidly during 1980, and Hamilton
Power Tools executives realise that they needed some expert marketing
advice.

Hamilton Power tools

Case overview

Reports from trade publications, statistics from The

Chain-saw Manufacturers Association, and his personal
experience of 15 years made Campagna believe that the
state of the chain-saw industry was composed of
professionals (lumber jacks), farmers, institutions, and
casual users.

The casual user segment was considered to be the future

growth market.

Chain-saw sales began to slow down because of the

seasonal nature of the business in 1988. Mr Campagna
and Ray Johnson (sales manager)) had a meeting with
John Hamilton in order to convince the executive that
some consumer research was necessary.

Then Hamilton Power Tools hired Consumer Metrics of

Hamilton Power tools

Case overview

Respondent asked to tell their feelings concerning the

people in the pictures

All of this to gain insights into the reason people make

certain purchases.

Also could get the language people use in talking

about chain saw, could be a source of new ideas for
copywriting

Exploratory research project conducted in Illinois and

Wisconsin

Respondents either planned to purchase a chain saw

in 12 months, already owned a chain saw, or had used
a chain saw in the past.

Researcher give 1-2 questions in every picture.

Picture A and B

Picture A

QUESTIONS:

What do you suppose he is thinking about?

Why do you think this would be the best
thing for him to do?

Picture B

QUESTIONS:

What do you think he will talk about with

the chain saw clerk

Picture C and D

Picture C

QUESTIONS:

Knowing that he purchased the chain saw,

what you can tell me about him?
Can you tell me anything about the
character and personality of this men?

Picture D

QUESTIONS:

What do you suppose theyre talking

about?

A Concept Map for

Qualitative Research
Marketing Research Data

Secondary Data

Primary Data

Qualitative

Focus Group
s
(Direct)

In-Depth Interviews
(Direct)

Quantitative

Projective Techniques
(Indirect)

Associati
on

Completi
on

Construct
ion

Picture Response

Expressiv
e

Cartoon
Test

Construction Techniques

A physcological research
Indirect Approach that disguises the purpose of the projects
A projective technique is an unstructured, indirect form of
questioning that encourages respondents to project their
underlying motivations, beliefs, attitudes, or feelings
regarding the issues of concern.
Respondent are asked to intepret the behavior of others
rather than describe their own behavior
in intepreting the behaviour of others, respondent indirectly
project their own motivations, belief and attitudes, or feelings
into that situation.
the more ambiguous the situation the more the respondents
project their emotions, needs, motives, attitudes, and values.

1. How should Conway and Baggins

respond to Hamiltons questions?
This methode, projective construction
association techniques as part of qualitative
research (TAT) reveals the underlying
motivations, believes and attitudes that are
operating at a subconscious level.
From this research We can gain initial
insight and understanding from casual
users.
This qualitative research will define WHAT
will be considered to purchase a chainsaw.

2.

Is Hamilton investigating the casual

user market segment correctly?

From this paper, hamilton investigate 3 kind

on sample (people plan to purchase chainsaw
in the next 0-12 months, already has a
chainsaw or already used a chainsaw) which
is too generall, not specific , like
geographical, demographics, behaviour, etc.

3.

What conclusion would you draw from

the thematic apperception test? Do you
feel this is valid and reliable test?

Projective techniques can increase the validity of responses by

diguising the purpose. In this case the purpose of the research
is almost perfectly unable to predict by respondent.
Projective techniques is also very helpful to find underlying
motivation, beliefs and attitudes at subconscious level. And in
this case we already found the motivation, beliefs and
attitudes from respondents that increasing the validity of this
method.
From reliable side, we might not 100% sure because its
depends on amount of data, method of sampling, respondent
qualification and screening, etc which is not clearly stated in
this case, sampling were not well diversified.
However this methode validity and reliablity also depend on:

How well trained the interviewer and skill interpreter

Were the respondent represent the target market

4.

What spesific recommendations would

you make to Campagna concerning the
casual users chain saw market?

From this TAT research Campagna will get

initial insight and sensitive information about
WHAT is the casual users consideration to buy
chainsaw :
Operation
Price
Weight
Performance
etc

4.

What spesific recommendations would you make

to Campagna concerning the casual users chain saw
market?

From those what campagna should do

the
further
research,
which
is
quantitave/conclusive research that can be
lead to decision making.
Qualitative
Quantitative
Example
:
Safety

Kind of spesifications that make

chainsaw safely used

Price

What range of price that will be

availabe to purchase

Weight

What range of weight that will be

acceptable and confort to use

Thank you