學門類別
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Delta Oil Outlets (B)
內容大綱
A survey of the oil change consumer has been completed for Delta Oil. The student must analyze the results and report conclusions and recommendations to Delta Oil management. The case presents the actual results of an extensive consumer survey. Delta Oil (B) introduces basic analytical techniques for market research: stratified and segmented sampling, analysis of frequency distributions and cross-tabulations. The importance of sampling methods and sample size can also be addressed. A Note on Reading a Crosstab Table (9A97K002) is also available. Delta Oil Outlets (A), which challenges students to design a research study for the company, should be taught, or at least reviewed, before addressing Delta Oil (B).
學習目標
<ul><li>To introduce basic analytical techniques for market research.</li><li>To study stratified and segmented samples, allowing comparisons of frequency distributions and cross-tabulations.</li></ul>