American Idol Case Study

content Analysis Week 1 American nonsuch 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 merchandise enquiry, it is needed to identify and define the selling research enigma accurately and then develop a correct progress. The American Idol case is a ch eachenging attention purpose and marketing research problem case, focusing on reasons why to contribute a study on the viewers and voter turn bug outrs.In this case study, we review defining the marketing research problem and developing an approach process, including objective/ theoretical example, analytical model, research questions, hypothesizes and specification of information needed. Discussion According to the case, the man seasonment ending problem confronting Marcello and Litzenberger could be Do we need to conduct a study investigating American Idol viewers? (Malhotra, 2010, p. 780). The corresponding marketing research problem would be to visualize who watched and voted in the 2009 season of American Idol and to determine how durable the sights concept is (Malhotra, 2010, p. 81). In fact, they should conduct the study in order to understand what ar viewers and voters demographic establish on age and sex. The studys aside coming is worthwhile for sponsors like Coca Cola and Ford who invested millions on the state, 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 based 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 use graphical model as it provides a v isual picture of the relationship between variables (Malhotra, 2010, p. 51). Research questions and relevant hypothesizes to higher up explanations could be counted as * Do teenagers vote to a greater extent than adults do? * H1 teenagers are majority voters. * H2 Adults vote much than teenagers do. * Are women interested to vote more than men do? H3 women are tough fans and consequently 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(prenominal) 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 viewe rs * Sex of voters * Participation percent in voting * Sponsorship effectiveness and durability * The main reasons of voting/ non voting Conclusion Key concepts of a marketing research problem is first determine perplexity decision problems, and then defining a broad marketing research problem, which in turn should be narrow 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 afterward 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 researc h problems, specifically in huge projects. References Malhotra, N. K. (2010). Marketing Research An Applied Orientation, 6/E. Boston, MA, USA Prentice Hall.