Critical Thinking Related to American Idol
Critical Thinking Related to
American Idol: A Big Hit for Marketing Research?
What Are the Benefits of Taking a Professional Approach to Answer Marketing Research Questions?1
1. Marcello and Litzenberger felt it was important to conduct this study because _________?
(State the relevant background information used to justify their work.)
Answer: Marcello and Litzenberger were attempting to overcome a challenge in client development. Specifically, they were attempting to obtain evidence to confront skeptics of using professionally-done marketing research without comprising the privacy of previous clients with whom they had worked. It was inappropriate for them to share the results of previous studies with anyone else than the clients who had contracted them for those studies.
2. The main purpose of Marcello and Litzenberger’s study was ____________?
(State as accurately as possible the purpose for doing the study.)
Answer: Marcello and Litzenberger were now focused upon one project for demonstrating the usefulness of marketing research to prospective clients. The research question they now pursued was the following: What still needs to be known about the viewers and voters for contestants of the popular TV show American Idol?
3. The key questions Marcello and Litzenberger are addressing are __________?
(Identify the key questions in the mind of the case protagonists.)
Answer: First, Marcello and Litzenberger are attempting to answer the big question about the benefits of conducting marketing research in a professional way. They face skeptics who try to dismiss marketing research as being impractical. For example, skeptics of taking a professional approach sounded warnings about “how enough was already known about customers to make decisions”. Other times, skeptics would assail the sampling methods of studies in attempting to dismiss the results. While at other times, skeptics would merely claim that answering such
American Idol: A Big Hit for Marketing Research?
What Are the Benefits of Taking a Professional Approach to Answer Marketing Research Questions?1
1. Marcello and Litzenberger felt it was important to conduct this study because _________?
(State the relevant background information used to justify their work.)
Answer: Marcello and Litzenberger were attempting to overcome a challenge in client development. Specifically, they were attempting to obtain evidence to confront skeptics of using professionally-done marketing research without comprising the privacy of previous clients with whom they had worked. It was inappropriate for them to share the results of previous studies with anyone else than the clients who had contracted them for those studies.
2. The main purpose of Marcello and Litzenberger’s study was ____________?
(State as accurately as possible the purpose for doing the study.)
Answer: Marcello and Litzenberger were now focused upon one project for demonstrating the usefulness of marketing research to prospective clients. The research question they now pursued was the following: What still needs to be known about the viewers and voters for contestants of the popular TV show American Idol?
3. The key questions Marcello and Litzenberger are addressing are __________?
(Identify the key questions in the mind of the case protagonists.)
Answer: First, Marcello and Litzenberger are attempting to answer the big question about the benefits of conducting marketing research in a professional way. They face skeptics who try to dismiss marketing research as being impractical. For example, skeptics of taking a professional approach sounded warnings about “how enough was already known about customers to make decisions”. Other times, skeptics would assail the sampling methods of studies in attempting to dismiss the results. While at other times, skeptics would merely claim that answering such