American Idol Case Study

Case Analysis Week 1 American Idol Case Mostafa Morshedi MKT 645 Qualitative Research in Customer Behavior atomic number 20 Intercontinental University Date 11/18/2012 American Idol Case To perform a prefect marketing inquiry, it is needed to identify and define the marketing inquiry difficulty accurately and then develop a proper approach. The American Idol case is a challenging management decision and marketing interrogation problem case, focusing on reasons why to conduct a study on the viewers and voter turnoutrs.In this case study, we review defining the marketing enquiry problem and developing an approach summons, 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 ma rketing research problem would be to determine who watched and voted in the 2009 season of American Idol and to determine how durable the shows concept is (Malhotra, 2010, p. 81). In fact, they should conduct the study in order to understand what argon viewers and voters demographic ground on age and sex. The studys 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. market research problem specific components are defined as * What is the age demographic of American Idols watcher and voters? * How effective is the sponsors ads in the show? * How durable is the shows concept? * How sponsors could motivate voters?The theoretical framework for the study is establish 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 purpose graphical model as it provides a visual picture o f the relationship between variables (Malhotra, 2010, p. 51). Research questions and relevant hypothesizes to above explanations could be counted as * Do teenagers vote more than adults do? * H1 teenagers are majority voters. * H2 Adults vote more than teenagers do. * Are women interested to vote more than men do? H3 women are tough fans and hence vote more than men do. * H4 Men vote more than women do. * How many of show watchers vote? * H5 More than 90% of watchers vote. * H6 70 to 90% of watchers vote. * H7 75% to 70% of watchers vote. * H8 Less than 50% of watchers vote. * Do voters and viewer remember about the sponsor? * H9 all remember who the sponsor was. * H10 They hardly know about the sponsor. So based on above components, analytical model, research questions, and hypothesis we can determine the specification of information needed. * The age demographic of show viewers * The age demographic of voters Sex of show viewers * Sex of voters * Participation percentage in votin g * Sponsorship effectiveness and durability * The main reasons of voting/not voting remnant Key concepts of a marketing research problem is first determine management decision problems, and then defining a broad marketing research problem, which in turn should be narrowed down by specific components. These specific components guide researchers to define an approach to the problem, find relevant objective/theoretical framework and choose among analytical models (verbal, graphical and mathematical) the one best match to the research objectives.Research questions are dragged out of marketing search problem approach. Hypothesizes are rephrased research questions that guide decision makers on the problem and will be approved or denied after the research is done. The main important concept is that all the process should be integrated and focused to provide the best accurate answer to the management decision and marketing research problems, specifically in huge projects. References Malho tra, N. K. (2010). Marketing Research An Applied Orientation, 6/E. Boston, MA, USA Prentice Hall.