Business Research Methods 11e Cooper-Schindler Case Study

Question

Business Research Methods 11e Cooperschindler1casesthis Ca This case describes the test marketing for McDonald’s catfish sandwich in the Southeastern United States. It asks students to assume they are the new product development team and to assess the research design described. The Scenario Nashville, Tennessee—McDonald’s Corp. is trying to hook customers in southern test markets, including one in Kentucky, on a new catfish sandwich. The chain is serving its newest sandwich in Bowling Green, Kentucky; Memphis, Chattanooga, and Jackson, Tennessee; Huntsville, Alabama; Jonesboro, Arkansas; and Columbus, Tupelo, Greenville, and Greenwood, Mississippi, said Jane Basten, a marketing specialist for McDonald’s in Nashville. The sandwich consists of a 2.3-ounce catfish patty, lettuce, and tangy sauce served on a homestyle bun. The company will evaluate the sandwich based on sales and supply availability after a six-week ad campaign ends in mid-April. “The advertising will be similar to what we’re doing right now with the grilled steak sandwich,” Basten said. “We will promote it to the fullest and see what happens.” The Catfish Institute, an industry promotion association based in Belzoni, Mississippi, is supplying the catfish. Catfish Institute director Bill Allen said catfish farmers, processors, and marketers are “very excited about this prospect for our industry. This is super good news. But we don’t want to get our hopes up too much and start thinking this is going to be our salvation, because we already have a viable industry.” Allen said that catfish firms that remember earlier tie-ups with major restaurant chains such as Church’s Fried Chicken are cautiously optimistic about the McDonald’s deal. The management team for new product development was interested in assessing relevancy of the chosen test markets to the three states designated for rollout if the test market was satisfactory (Tennessee, Alabama, Georgia). a. What are your conclusions about the representative

Dr. Jack HW Helper · Accepted Answer

The testing of a new product in selected markets is a strategic approach to gauge consumer interest and potential for success before a wider rollout. In the case of McDonald’s catfish sandwich, assessing the representativeness of the test markets—Bowling Green, Memphis, Chattanooga, Jackson, Huntsville, Jonesboro, Columbus, Tupelo, Greenville, and Greenwood—against the broader markets of Tennessee, Alabama, and Georgia is essential for informed decision-making. Representativeness of Test Cities The selected test markets include a mix of urban and mid-sized cities across three states, each with distinct consumer demographics and preferences. Analyzing the population density, regional preferences, cultural influences, and economic characteristics of these cities reveals insights into their representativeness for the proposed rollout states. 1. Demographic Similarities: The test cities have varying populations ranging from mid-sized towns to larger urban areas. For instance, Memphis and Chattanooga are larger cities that might share consumers' preferences found in Atlanta (Georgia's capital) due to urban lifestyles impacting dining choices. Conversely, smaller towns like Bowling Green might align more closely with similar-sized towns in Georgia and Alabama, where individuals may show interest in new menu options that reflect regional flavors. 2. Cultural Preferences: With Southern cuisine prevalent in Alabama and Georgia, test cities are likely to exhibit familiarity with fish dishes, influencing their reception of a catfish sandwich. Analyzing local dining trends and existing competition can provide insight into market appetite. 3. Economic Factors: The economic health of these regions affects consumer spending on dining out. The test cities represent a blend of different socioeconomic statuses, mirroring the economic diversity prevalent across Alabama and Georgia. Secondary Data Sources To build a comprehensive assessment of the test markets, secondary data is pivota

Business Research Methods 11e Cooper-Schindler Case Study ✓ Solved

Business Research Methods 11e Cooperschindler1casesthis Ca

Paper For Above Instructions

Representativeness of Test Cities

Secondary Data Sources

Data Sources for Collection

Conclusion

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