American Idol Case
MKT 645 Qualitative Research in Customer Behavior
California Intercontinental University
American Idol Case
To perform a prefect marketing research, it is needed to identify and define the marketing research problem accurately and then develop a proper approach. The American Idol case is a challenging management decision and marketing research problem case, focusing on reasons why to conduct a study on the viewers and voters. In this case study, we review defining the marketing research problem and developing an approach process, including objective/theoretical framework, analytical model, research questions, hypothesizes and specification of information needed. Discussion
According to the case, the management decision problem confronting Marcello and Litzenberger could be “Do we need to conduct a study investigating American Idol viewers?” (Malhotra, 2010, p. 780). The corresponding marketing research problem would be “to determine who watched and voted in the 2009 season of American Idol and to determine how durable the show’s concept is” (Malhotra, 2010, p. 781). In fact, they should conduct the study in order to understand what are viewers’ and voters’ demographic based on age and sex. The study’s out coming is worthwhile for sponsors like Coca Cola and Ford who invested millions on the show, or who are interested to invest in future. Marketing research problem specific components are defined as: * What is the age demographic of American Idol’s watcher and voters? * How effective is the sponsors’ ads in the show?
* How durable is the show’s concept?
* How sponsors could motivate voters?
The theoretical framework for the study is based on statistics, normal distribution function with 95% certainty (Malhotra, 2010, p. 781). As we are seeking for the age demographic of show viewers and voters, it is rational to use graphical model as it provides a visual picture...