Tshirt Design.pptx
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- Julio, a student, conducted a survey to help decide which of two prototype t-shirt designs ("party time" red or "traditional" white) to sell to raise funds to pay off student loans. - The survey sample was a non-probability convenience sample of students, which will be difficult to generalize. Additional questions on purchase intentions and motivation would have been more useful. - The report recommends discussing limitations of the sampling and research design given the objective of raising funds. More research is needed to reduce financial risk, or Julio could order an even number of both shirt designs.
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Tshirt Design.pptx
- 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.