Posted: April 8th, 2015

Assignment 2

Assignment 2

Order Description

you have been hired by Ford Motor company to develop a new car. use the information from the marketing research powerpoint and kelloggs case study. Describe how you want to implement the four methods of primary research to found out what the consumers need and want in a new car

1-survey (15 sample questions)

2-focus groups (what kind of focus groups?what are they?)

3-interviews (with whom? how? who?)

4-observations (what kind of questions will you use?)

(this is the case study)


Victor Siu, Chris K. Anderson and Stéphane Vachon prepared this case solely to provide material for class discussion. The authors
do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain
names and other identifying information to protect confidentiality.
Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of
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Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail [email protected]
Copyright © 2000, Ivey Management Services

Version: (A) 2010-01-08

One late afternoon at the end of October, Jason Mah, assistant residence manager at Cambridge Hall, was
sitting at the residence cafeteria waiting for his friend to join him for dinner. His friend, unfortunately, had
arrived in the middle of the “rush” period at the cafeteria, and faced a potentially long wait in the cafeteria
line. As a student would put it: “It is a common joke around here, if you sit to eat while your friend is
entering the cafeteria to get his meal, you will have enough time to finish dinner before he returns.” Mah
was aware of the situation and already had started to investigate in order to propose some improvements to
the residence management. Mah hoped that some minor adjustments requiring no major investments or
disbursements would be sufficient to resolve the situation.

The “Café D. Pownd” was a newly established cafeteria at the equally new Cambridge Hall residence that
had opened in September, at the National Academy of Liberal Arts (NALA). The cafeteria served as a
popular eating place for the 450 residents of Cambridge Hall, as well as for approximately 100 residents
from Nottingham Hall, another residence located across the street. This cafeteria was open from 7 a.m. to
7 p.m. Monday through Friday and was closed weekends and holidays. It offered a wide variety of hot
meals, beverages, salads, desserts, snacks and sandwiches. The majority of residents paid for their food
purchases with their student cards through an electronic payment system established campus-wide.
Although the Café D. Pownd was newly established, there was overwhelming evidence suggesting major
problems with the length of waiting times for service at the cafeteria. In short, the cafeteria layout
appeared extremely inefficient during the peak period of service (between 5 p.m. and 6:30 p.m.) during
which approximately two-thirds of the residents expected to be served. There was not a similar rush of
people during breakfast or lunch owing to most students eating a light breakfast in their rooms and being
on campus during lunch hours. Numerous complaints about the long waiting times had been brought to the
attention of residence staff and residents were getting extremely restless. There was a strong possibility
that customers might use other alternatives if waiting times were not decreased. The residents had other
options for meals: suites in Cambridge Hall and Nottingham Hall were equipped with furnished kitchens,

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