Metabical

Metabical Case 2: Questionnaire Design

Should Metabical Change its Name?

Mark Barrera

John Hayes

Carl Hulsey

Chris Peraza

Leanna Zimmerman

Marketing Research

17 October 2014

Problem Definition, Alternatives, and Research Objectives

In the previous case, we discovered that potential customers may not respond to the name Metabical favorably. We then decided to see what problems customers might have with the potential product name. Symptoms that arose were that potential consumers had a hard time pronouncing the product name, remembering the product name, and associating the product name with weight loss.

Alternative courses of action include keeping the name as Metabical and introducing the product into the market with a different brand name. We chose five different names to consider: Thin Again, Emerge, Soranas, Phoenix, and Metabical. We will use the information collected from the questionnaire in order to determine which of these names will be the best to brand the weight loss supplement.

Our three research objectives come from meeting the potential symptoms of the problem. We are looking to determine how pronounceable the name is, how memorable the name is, and if the name is associated with weight loss. Each of these will relate to the questions on our survey. Originally, we had planned to use many focus groups to determine these research objectives; however, we discovered we could get more data from using a questionnaire. We did use a focus group in order to determine our five potential names. Under each name we have a set of six questions as well as one question after the classification questions, each relating back to our objectives. Question 1 relates to pronunciation, questions 2, 3, and 4 relate to determining if the name is associated with weight loss, and questions 5, 6, and the last question of the classification section relate to if the name is memorable.

Questionnaire Design

Conduct at nutritionists’ offices and at Walmart pharmacies...