CHAPTER 2 ASSIGNMENT

Name: Section:
Date:

1. You have been tasked with assessing the following independent marketing research survey
results. Analyze the question and determine what the next steps for the companies should be.

a. A cell phone Company XYZ conducted an online survey that showed that 75 percent of
customers put their number-one requirement for a new phone to be increased battery life.
Only 22 percent of customers listed color choices as a large concern. Company XYZ
currently offers 6 different color choices for its product and has a below-average battery
life compared to competition. What should Company XYZ do with these survey results?

b. Company ABC recently conducted a survey that showed that 30 percent of customers will
only shop there once and never use the company’s products again. What are some general
ideas that can help increase customer loyalty?

c. Company #alltheshoes would like to find out what, if anything, customers know about its
new running shoe, FancyShoe. Design two survey questions to find out the following:
1) Are customers aware of the product? 2) What brand image do customers have of the
product?