carmax case
Carmex case study assignment:
1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers.
Answer:
a. Even though the case study is about using Facebook for marketing research, this particular question is about general online survey. The advantages of online surveys are:
• Instant results and report generation and updates
• Low cost
• Better response than traditional, phone or snail mail surveys
Some of the dis-advantages are:
• Does not reach every household.
• Does not include all types of consumers, such as senior citizens
• Survey requests via Emails might be annoying and people might ignore/delete
• Surveys might end up in spam folders.
• Consumers might just fill up the survey in hurry to get promotional offer and may not be true to their beliefs.
b.
However on the other hand survey of Carmex Facebook likers is little different. Facebook is social media. So people go by choice on Facebook. Majority of the likers, if not all in reality are Carmex product users or belong to the family of Carmex users.
Some the advantages in using Facebook likers for the survey are
• Loyal customers feel engaged, as their opinion counts.
• Irrespective survey outcome, customer base is retained/increased.
• Survey data is more valued as the responders know the product and not like the ones completing just to get some free promotions.
• Does not get lost in emails/spams like other online survey.
Disadvantages are: • Survey does not really cover broad consumer base. It has risk.
• You are not adding any new consumers as part of the survey.
• Current consumers are tuned to the current products and they are probably happy with it.
• Lacks the anonymity on responses. Some people might be hesitant to respond the flavor
1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers.
Answer:
a. Even though the case study is about using Facebook for marketing research, this particular question is about general online survey. The advantages of online surveys are:
• Instant results and report generation and updates
• Low cost
• Better response than traditional, phone or snail mail surveys
Some of the dis-advantages are:
• Does not reach every household.
• Does not include all types of consumers, such as senior citizens
• Survey requests via Emails might be annoying and people might ignore/delete
• Surveys might end up in spam folders.
• Consumers might just fill up the survey in hurry to get promotional offer and may not be true to their beliefs.
b.
However on the other hand survey of Carmex Facebook likers is little different. Facebook is social media. So people go by choice on Facebook. Majority of the likers, if not all in reality are Carmex product users or belong to the family of Carmex users.
Some the advantages in using Facebook likers for the survey are
• Loyal customers feel engaged, as their opinion counts.
• Irrespective survey outcome, customer base is retained/increased.
• Survey data is more valued as the responders know the product and not like the ones completing just to get some free promotions.
• Does not get lost in emails/spams like other online survey.
Disadvantages are: • Survey does not really cover broad consumer base. It has risk.
• You are not adding any new consumers as part of the survey.
• Current consumers are tuned to the current products and they are probably happy with it.
• Lacks the anonymity on responses. Some people might be hesitant to respond the flavor