AMERICAN IDOL: A BIG HIT FOR

MARKETING RESEARCH CASE

STUDY

NAME- Shradhanjali Behera

ROLL- 323SM1010
INTRODUCTION
Two marketing research experts, Melissa Marcello and Julie Litzenberger, face a challenge: convincing
skeptical businesses of the value of professional research. With American Idol experiencing declining
viewership, they find a potential case study. Using an omnibus survey, they could gather anonymous
data on viewers and voters, revealing demographics, motivations, and confidence in the show. The data
could be valuable to sponsors like Coca-Cola and Pepsi, but concerns remain about potential challenges,
cost, and the overall impact of the study. Ultimately, Marcello and Litzenberger must decide whether to
drop the idea, pursue the American Idol study, or continue brainstorming for a different approach. Their
decision will determine how they tackle the skeptics and showcase the power of marketing research.
1 . M A R C E L L O A N D L I T Z E N B E R G E R F E LT I T WA S
I M P O R TA N T T O C O N D U C T T H I S S T U D Y
BECAUSE____

• Marcello and Litzenberger felt it was important to conduct this study because they were facing resistance from
prospective client companies who questioned the practicality and effectiveness of professionally done
marketing research.

• They aimed to demonstrate the usefulness of marketing research to potential clients and overcome skepticism
by providing evidence of the insights that could be gained through scientifically conducted studies.

• They aimed to find insights into a popular TV show's viewers and voters that could be valuable to sponsors.
2. THE MAIN PURPOSE OF MARCELLO AND
L I T Z E N B E R G E R ' S S T U DY WA S _ _ _ _ _
The main purpose of Marcello and Litzenberger's study was:

• To investigate the demographics and motivations of viewers and voters for the American Idol television show.

• To gather data that could convince potential clients of the benefits of marketing research.

• To provide insights into a specific market segment that could be valuable to sponsors.
5 . T H E M O S T I M P O R TA N T I N F O R M AT I O N
IN THIS ARTICLE IS______
The most important information in this article is:

• The decision to use an omnibus telephone survey to gather information about American Idol viewers
and voters.

• The declining viewership of American Idol and the show's need for insights into its audience.

• The skepticism surrounding the value of professional marketing research and the need for evidence to
counter it.

• The potential value of understanding viewers and voters of popular TV shows for sponsors and
advertisers.