A Maker Of Energy Drinks Is Considering Abandoning Can Conte

A Maker Of Energy Drinks Is Considering Abandoning Can Containers And

A maker of energy drinks is considering abandoning can containers and going exclusively to bottles because the sales manager believes customers prefer drinking from bottles. However, the vice president in charge of marketing is not convinced the sales manager is correct. Investigate this issue using statistical analysis. Explain which data collection method you would use and what procedures you would follow to apply this method to this situation. Propose which level of data measurement applies to the data collected. Justify your answer. Determine whether the data is qualitative or quantitative. Submit your work in a Word document.

Paper For Above instruction

The decision for an energy drink manufacturer to shift exclusively from cans to bottles is a complex one that requires rigorous statistical investigation. To accurately assess customer preferences between the two packaging options, the most appropriate data collection method is the survey research approach, specifically employing a well-designed questionnaire administered to a representative sample of the company's customer base.

The first step in applying this method involves defining the target population, which includes existing customers and potential consumers of the energy drink. A stratified random sampling technique can be used to ensure representation across various demographics such as age, gender, geographic location, and purchase frequency. This stratification helps in capturing diverse consumer preferences, which enhances the validity and generalizability of the survey results.

Once the sampling frame is established, the next procedure involves designing the questionnaire. The questions should be specific, unbiased, and aimed at understanding consumer preferences related to beverage packaging. For example, questions could include: "Which packaging do you prefer when purchasing energy drinks: cans or bottles?" and "How likely are you to choose a product based on packaging preference?" The survey should also collect demographic data to analyze whether preferences vary among different consumer segments.

The survey can be administered through multiple channels—online platforms, in-store intercepts, or telephone interviews—to maximize response rates. Data collection must be done systematically, ensuring confidentiality and encouraging honest responses. After gathering the data, statistical analysis such as chi-square tests for independence can be performed to examine the relationship between packaging type and consumer preference, while t-tests or ANOVA may be used to analyze differences among demographic groups.

The level of data measurement involved in this type of data collection is primarily nominal and ordinal. Nominal data are used for categorizing customer preferences (can vs. bottle), while ordinal data may emerge from Likert-scale responses measuring the strength of preferences or satisfaction levels. These data types are suitable because they facilitate both descriptive analysis and inferential statistical testing.

In terms of data classification, the collected data is qualitative because it describes consumer preferences and categories (can or bottle). Although the survey might include quantitative measures such as ranking or rating scales, the core preference data remains qualitative in nature, capturing opinions and choices rather than numerical quantities.

In conclusion, employing a systematic survey research method with stratified random sampling is the most effective way to investigate customer preferences regarding packaging types. This approach ensures diverse and representative data collection, appropriate measurement levels, and valid statistical analysis. The findings from this investigation will provide the vice president with empirical evidence to make an informed decision about whether to transition exclusively to bottles or continue offering both packaging options to meet consumer demands.

References

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