Hamilton Power Tools Corporation

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“Hamilton Power Tools Corporation” deals with Mr Campagna the marketing manager for Hamilton Tools. He runs a sales oriented organization. Divided into construction tool and industrial tool. Produced a gasoline powered chain saw which was unique. Helped them to diversify in the market. Changes in the market during 1970 made them conduct market research.

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According to the survey, the fastest growth was in the CS market was in the homeowner market segment Conducted two surveys. Firstly (Survey of Chain - Saw consumers) to learn about the behaviour and use of chain-saws in public or private institutions. Secondly (Thematic Apperception Test (TAT) which is a motivational research. California men were sampled according to consumer metrics sample in 1977 &1978. Warranty cards listed to the purchasers were mainly used as a sampling-frame.

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Why would a company such as Hamilton Power Tools, wait so long before conducting and using consumer research? What might be in your opinion the use of market research for managers?

Early years in business  The business was flourishing initially  There were less competitors in the market The executives felt the need for market research as they saw that the market was changing and the demand for the product was low in comparison to the previous years.

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The use of market Research  The increasing competition  Knowing the industry  The changing environment and the customer tastes and preferences.

2) Evaluate the “sampling-frame” used by Consumer Matrix. Does your group see any discomfort with the way CM went about their research (with special reference to the sample-frame used by them?

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Sampling frame´ used by Consumer Metrics is the warranty cards that listed the purchasers during the 1977 and 1978. the survey shows, out of these people, 63.5% have no knowledge about the chain saw. It is given that 463 questionnaires were mailed out of which 201were...