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Delta Oil Outlets (A)
內容大綱
After early sales gains with a five-minute oil change offering, Delta Oils witnesses a slump in business. The owner decides to research the oil change consumer. The case introduces students to the design of a consumer study; specifically, the design, sequencing, formulation, administration and interpretation of a survey on consumer behaviours surrounding oil changes in passenger vehicles. A follow-up case Delta Oil Outlets (B) is available.
學習目標
This case series addresses consumer research and analysis. Delta Oil Outlets (A) presents the need for information and asks the student to design a research program, including hypothesis development, questionnaire design, sampling and survey administration. Delta Oil Outlets (B) presents the actual questionnaire used in the study, along with some of the results. Students are asked to analyse the data.