A Marketing Research Report - DVDs.com

... A Marketing Research Report Conducted by Bikun Zheng, Hui Zhang, Prachayanee Kulrapurk, Sucharee Leesamphandh and Xiaoying Sun, For DVDS.COM Dec 5^th, 2002 Table of Contents I Executive Summary II Introduction l Background l Objectives III Methodology IV Findings l Comments on Research Design l Assessment of differences l Managerial perspective V Conclusions and recommendations VI Appendices I Executive Summary DVDS.COM is now considering whether the firm should push a new graphic design to replace the current one . A experimental approach(, specifically, After-Only with Control Group Design )is carried out to testing and measuring the different outcomes exposed to the two graphic designs. In the report, it is found that the research design offers many advantages such as high degree of validity and causality, meanwhile bearing disadvantages such as measurement error and limited period. Moreover, by analysing the results of the test, manager should pay attention to the decreased

want to read more? →