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Document HHH

Marketing

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Niloy Niloy
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36 views1 page

Document HHH

Marketing

Uploaded by

Niloy Niloy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The scenario is that I am not a researcher, but the role is assigned to be a researcher for the

management decision problem ‘Head and Shoulders brand image is deteriorating. ’ Among five
observation methods, the most suitable method is explained below: Among five observation
methods, the most suitable method is explained below:
The following are the five observation methods that are available: Those are personal
observation mechanical observation audit content analysis and trace analysis. However, in these
observation methods, the most efficient method in my view is the ’Trace Analysis’ method.
Explanation: Physical trace technique is a method chosen by the researcher wherein data is
gathered in accordance to trails or markings of behavioral occurrences. Yes, you are right brand
image reduces when product is not functioning properly, company’s service is bad, wrong type of
advertisement, bad design and imitating other brands. Thus, when the ‘Head and Shoulders,
brand image is declining, as a researcher I need to know the cause; To begin, I need to know
about the product and its earlier sale percentage and the recent sale percentage, the advertisement
and promotion campaign, the quality of the product; whether the product is performing the task
promised, the quality of customers services.
All the above presents quantitative evidences or physical evidences based on customers past
performance. In order to establish these, based to my analysis, the most appropriate observation
method is the ‘trace analysis. ’ As a researcher, apart from the ‘Head and Shoulder’s
advertisement and promotion campaign I have gathered data to determine if the campaigns are
failing or not.
Also, gather information regarding quality of their products is up to the mark that it is stated, do
the branded company’s has good or poor quality in terms of customer service, do they replicate
the designs of other brands’ products, do they fix reasonable price or higher rate according to the
customer’s pocket. The weaknesses of the ‘Head and Shoulders’ brand can then be identified
from the collection of these data. From it Also I can know what are the considerations for the
decline of ‘Head and Shoulder’s brand image.
As to degree of structured criteria trace analysis it is medium, while as to degree of disguise
criteria trace analysis it is high; however, trace analysis’s capability to operate in the environment
unobtrusively is low, the bias of observation and analysis is also low, and in general remarks
criteria trace analysis method can be considered the method of last resorts.
While it is true that ‘trace analysis’ is not the only means to accomplish this I found this to be
the most suitable observation method addressing the management problem ‘Head and Shoulder’s
brand image is deteriorating’.

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