What is the management decision problem facing Dupont?

What is the marketing research problem facing Dupont?

Break down the general marketing research problem statement into component parts

1. What criteria are used by households in selecting carpets?

2. How do households evaluate carpet brands in terms of the choice criteria identified in (a)?
3. What styles of carpets are most preferred by households?
4. What is the market share of DuPont carpets and its competitors?
5. What is the demographic and psychographic profile of households which purchase
fashionable carpets?
6. What is the size of the market segment interested in designer carpets?

Develop suitable hypothesis for the marketing research problem.

A possible research question and hypothesis related to the first component of the problem is:
RQ: On what dimensions do consumers evaluate residential carpets?
H: Consumers evaluate carpets along price, style, and durability dimensions.

A possible research question and hypothesis related to the third component of the problem is:
RQ: Do consumers desire designer fashion in residential carpeting?
H: The residential market is willing to accept designer carpets.

A possible research question and hypothesis related to the fifth component of the problem is: RQ:
On what variables can this segment be identified?
H: The designer conscious segment can be identified by lifestyle and demographic variables.

A possible research question and hypothesis related to the sixth component of the problem is:
RQ: Is there a sufficiently large segment, defined as at least 25% of the market, interested in
designer residential carpeting?
H: A significant segment of the residential market is designer conscious.
Can exploratory research be used in this case? How?

Exploratory research is needed to define the problem more precisely. To assist in precisely
formulating the problem for subsequent descriptive or causal research, a review of secondary data
and interviews with company officials, designers, and industry experts will be useful. To identify
previously unknown alternatives, focus groups are a popular technique. They allow researchers to
communicate directly with a group of consumers in a question and answer format. To identify the
key variables to concentrate on in further analysis, all of the procedures discussed above may be
helpful here.

Can descriptive research be used in this case? How?

Surveys can be designed to learn the following - To develop a profile of the characteristics of carpet
consumers, especially those interested in designer carpets. To estimate the size of the residential
segment interested in designer carpets. To determine the perceptions of different styles of designer
carpets for residential use.

Can causal research be used in this case? How?

Causal research can be used as well. Based on statistical analysis of experimental data, we can
discern relationships in the data like: Does fashion affect purchase intention?
H: No relation between education level and internet usage

H: No relation between age and internet usage

H: No relation between gender and internet usage

Link between satisfaction and loyalty

Link between overall performance and loyalty

Link between overall performance and loyalty

H: No relation between price sensitivity and loyalty

Link between customers personality characteristics