Nike Maxsight Contact Lenses Descriptive Research Design
Designed for athletic individuals in need of vision correction, Nike’s Maxsight contact lenses were developed through a partnership with Bausch and Lomb. The new lenses are available in grey-green or amber colors, depending on the primary sport of choice. Offering distortion-free optics by reducing glare and boosting contrast help Nike athletes “See Sport Better.” In addition, the Maxsight lenses filter over 90% of harmful blue light and UVA and UVB rays (The Eye Center website, 2008).
To better serve Nike’s customers, the advertisements in the campaign are to be evaluated. It will be determined which advertisements consumers find most interesting and effective. Various descriptive research methods will be conducted, limiting observation methods to a simple, structured observation of inventory analysis at participation locations. Survey methods will include computer-assisted personal interviewing at various eye care centers, structured mail interviews, and a Customer Relationship Management platform utilized through Nike and Bausch and Lomb websites.
To obtain consumer preferences and effectiveness of the advertising campaign, a computer-assisted personal interviewing system will be located at selected eye care centers nationwide. An easy-to-use kiosk will administer the questionnaire via a computer terminal. Through the computer software, a help menu will assist participants as well as at least one trained staff member of the eye care center to act as a representative of Nike and Bausch and Lomb. Questions will involve customer satisfaction at the current eye center along with questions measuring brand effectiveness and perception. Some questions will be delivered to determine the respondent’s attitudes, demographics, and lifestyle characteristics. The most important questions used in the computer-assisted personal interviewing system will determine brand recall and awareness in...
Please join StudyMode to read the full document