Market Research

1. Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market.

2. PG has developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. It would like to determine consumers’ response to this new toothpaste before introducing it in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why?

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3. What role can causal research play in helping P&G increase its market share?

4. Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands.

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