Unit 1 Case Study

Topics: Qualitative research, Scientific method, Quantitative research Pages: 9 (1718 words) Published: July 16, 2015
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American Idol: A Big Hit for Marketing Research?

Unit 1 – Case Study – American Idol: A Big Hit for Marketing Research? Comprehensive Critical Thinking
Kinjal Mistry
California Intercontinental University
Dated: 10th July15

Author Note
Kinjal R Mistry, California Intercontinental University
Correspondence concerning this article should be addressed to Kinjal R Mistry, 1913 Key St, Maumee OH-43537
Contact Email – kinjalm17@gmail.com
Contact Phone – 631-394-7810

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American Idol: A Big Hit for Marketing Research?
Abstract
American Idol has become one of the largest multimedia franchises in history, with an estimated worth, according to Forbes Magazine, of well into the billions of dollars. They have made a science out of product development. In the case the products are singers, but the same powerful principles could well be applied to virtually any product, physical or virtual. Having a popular TV show to leverage for marketing research and demand building is a powerful advantage, but one could well do the same thing, albeit on a much smaller scale, using a blog, and in fact, one could argue that a blog is perfect for this sort of marketing. Take a page from one of the most successful marketing efforts ever. In this paper, I tried to define the management decision problem confronting Melissa Marcello and Julie Litzenberger and a corresponding marketing research problem and show the linkages between the two, components of marketing research and what needs to be done.

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American Idol: A Big Hit for Marketing Research?
Introduction
If you want to see one of the best examples of a great use of marketing theory, watch American Idol. For a long time now, we marketers have been using a “push” approach to new products. Expressions you have probably heard include “Let's run it up the flagpole and see who salutes”; “Throw it against the wall and see if it sticks”; and, from my days in England, “Will the punters buy?” Two well-known academics, Gary Hamel and C.K. Prahalad, called such an approach by a fancier name, “Expeditionary Marketing.” Japanese electronic giants would launch dozens of new products a year and let the gadget-loving market dictate which ones should be launched worldwide based on their purchases. Not a bad idea in some sectors; however, it can burn up a lot of resources. Well, leave it to TV game shows to invent new marketing methods that actually work. American Idol has developed a marketing method that creates guaranteed top-selling CDs. The show began two summers ago when thousands of Americans between the ages of 16 and 26 lined up to audition to become the next pop star. Last year, over 50,000 auditioners turned out. This huge group was narrowed to 100, and over a 30week period (through the polling of TV viewers who either called in, emailed, or used text messaging) viewers selected their favorite singer.That group was further sliced and diced until only one proud contestant (Rueben Studdard) was left standing as the ultimate champion. It sounds like a popularity contest doesn't it? Well it is! The most popular product sells the most. Here, in Canada, winner Ryan Malcolm's first single, “Something More,” quickly become the number-one seller.

The lesson to be learned here: involve your customers as early as possible. How early? In the case of Canadian Idol and Star Académie, the viewers where involved from where the group was narrowed to 100 contestants. After that, it was the constant feedback from the viewing audience that shaped the look, feel and music that the idol hopefuls sang.

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American Idol: A Big Hit for Marketing Research?
Thesis: Professional marketing research is a critical component for modern corporate establishments. Purpose: Marketing research is among the most essential aspects of modern corporate management. It helps in assessing the prevailing market trends as well as consumer preferences. However, some management executives...


References: Bradley, N. (2007). Marketing research: Tools and techniques, Oxford, NY: Oxford University Press
Churchill, G. A. (2009), Marketing research: Methodological foundations, Mason, OH: South-Western
Kolb, B. (2008). Marketing research: A practical approach, Thousand Oaks, CA: SAGE Publications
Malhotra, N. (2010). Marketing Research, 6/E, Boston, MA: Prentice Hall
Pride, W. & Ferrell, O. (2006). Marketing: Concepts and strategies, Mason, OH: Cengage Learning
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