個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Scott's Restaurants (B)
內容大綱
This case is a sequel to Scott's Restaurants (A). The market research carried out in case (A) indicates that Scott's could establish a pre-emptive position in the take-out pizza market by concentrating on a limited number of basic requirements: cleanliness, product quality, and quality of service. Therefore, the pizza plan is implemented according to the marketing plan. However, early test results are not very promising. A new market survey is conducted for Scott's by a consulting firm.
學習目標
<ul><li>To examine the potential uses and misuses of research in a market entry decision.</li><li>To examine various types of research design and their bearing on decision making.</li><li>To distinguish between managing the research process and doing the actual research.</li><li>To practise research results analysis.</li><li>To discuss test marketing.</li></ul>Scott's Restaurants (A) and Scott's Restaurants (B) provide a rich opportunity to examine all aspects of consumer research design and analysis in a setting most students find very interesting. The cases may be used as an introduction to retail market research because they include most kinds of research typically used by retailers.