ppt of case

1. Case: T-Shirt Designs
• Abstract: This case focuses on research done by Julio, a student
looking to raise money to pay off a portion of his student loans. The
case provides a survey and data set, then asks the student to prepare
a report recommending one of two prototype t-shirts Julio is
considering.

2. 1. Reconstruct the management-research
question hierarchy.
• Management Dilemma: Julio needs funds to pay back student loans.
• Management Question: What school memorabilia can Julio sell to
raise funds?
• Research Question: Which of two prototype T-shirt designs, party
time (red) or traditional (white), will sell the best?
• Investigative Questions: Which prototype shirt is preferred?
• Measurement questions: see instrument.

3. Evaluate the sampling design.
• The results of Julio's non-probability, convenience sample will be
difficult to infer to the population of students at PU University.
• The soda inducement may affect the type of student who stops at the
student union table where Julio is conducting his survey and the
seriousness with which they answer the survey.

4. How would you judge the quality of the survey
instrument? Explain.
• For the purpose he intends, the instrument quality is poor.
• Julio needs to measure the student's intention to purchase as well as or rather
than preference of T-shirt design.
• Just determining which shirt is preferred will not necessarily reduce Julio's risk of
investing in T-shirt printing then being unable to sell the shirts for a profit.
• Additional target questions relating to motivation for purchase, strength of
affinity for the university, why one design is preferred to another, and target price
the student is willing to pay for the shirt would have given Julio some information
that he could have used in marketing the T-shirt.
• Some classification questions (degree of ambidextrous mobility, GPA) do not have
a clear relationship to the research question, and others affecting the success of
the T-shirt order (size of shirt usually worn) are clearly missing.

5. Prepare a report about the preferences revealed.
• The report should discuss the limitations of the sampling and research
design. If raising funds is the objective, then Julio may want do more
research to reduce his financial risk or he might as well order an even
number of both shirts.
• The assignment questions above can serve to begin the discussion. You can
emphasize the ones that best fit best your class session purpose. Students
with any kind of experience in survey design or market research may have
quite a few things they don't like about the survey. Once the discussion
gets into this area, it will probably stay there. So you may want to be fairly
directive at first, at least until you're satisfied that any technical material
you want covered has been covered.
• Before you leave the discussion, make sure to wrap it up by returning to
the original management dilemma. After all, we've learned something
from the survey.