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Autor: anton 19 July 2011
Words: 734 | Pages: 3
Nike Maxsight Contact Lenses Descriptive Research Design
Designed for athletic individuals in need of vision correction, NikeÐ²Ð‚â„¢s Maxsight contact lenses were developed through a partnership with Bausch and Lomb. The new lenses are available in grey-green or amber colors, depending on the primary sport of choice. Offering distortion-free optics by reducing glare and boosting contrast help Nike athletes Ð²Ð‚ÑšSee Sport Better.Ð²Ð‚Ñœ In addition, the Maxsight lenses filter over 90% of harmful blue light and UVA and UVB rays (The Eye Center website, 2008).
To better serve NikeÐ²Ð‚â„¢s customers, the advertisements in the campaign are to be evaluated. It will be determined which advertisements consumers find most interesting and effective. Various descriptive research methods will be conducted, limiting observation methods to a simple, structured observation of inventory analysis at participation locations. Survey methods will include computer-assisted personal interviewing at various eye care centers, structured mail interviews, and a Customer Relationship Management platform utilized through Nike and Bausch and Lomb websites.
To obtain consumer preferences and effectiveness of the advertising campaign, a computer-assisted personal interviewing system will be located at selected eye care centers nationwide. An easy-to-use kiosk will administer the questionnaire via a computer terminal. Through the computer software, a help menu will assist participants as well as at least one trained staff member of the eye care center to act as a representative of Nike and Bausch and Lomb. Questions will involve customer satisfaction at the current eye center along with questions measuring brand effectiveness and perception. Some questions will be delivered to determine the respondentÐ²Ð‚â„¢s attitudes, demographics, and lifestyle characteristics. The most important questions used in the computer-assisted personal interviewing system will determine brand recall and awareness in relationship to the current advertising campaign. Upon completion of the interview, respondents will be entered to win a lifetime supply of Nike Maxsight contact lenses.
The most common form of surveys, mail interviews, will also become a part of the descriptive research design of the Nike Maxsight contact lenses. The pre-selected respondents will include previous customers of Nike eyewear (including contact lenses), as well as select Bausch and Lomb customers. The outgoing envelope will include personalized addressing and a Nike Swoosh to aid in brand recognition. Mail interviews serve to measure consumer preferences, and the questionnaire will be comprised of fixed alternative questions requiring respondents to choose from a set of predetermined answers. Questions will include product satisfaction levels such as:
Ð²Ð‚Ñž Quality of current contact lenses
Ð²Ð‚Ñž Satisfaction with Bausch and Lomb products
Ð²Ð‚Ñž Satisfaction with Nike products (general)
Ð²Ð‚Ñž Effectiveness of Nike Maxsight contact lenses advertising
Respondents will then rate each question, with a Ð²Ð‚Ñš1Ð²Ð‚Ñœ considered Ð²Ð‚Ñšvery satisfiedÐ²Ð‚Ñœ and Ð²Ð‚Ñš5Ð²Ð‚Ñœ considered very dissatisfied. The same incentives will be used across all research methods; customers will be entered to win a lifetime supply of Nike Maxsight contact lenses.
Both Nike and Bausch and Lomb will implement a Customer Relationship Management platform known as Maxsight Performance on each companyÐ²Ð‚â„¢s website. This website survey system will enable the companies to gain real-time feedback and acquire immediate notification of unsatisfied customers. The data collected from Maxsight Performance will be easy to analyze and help improve the MaxsightÐ²Ð‚â„¢s advertising campaign. The Maxsight Performance platform will be administered through an online survey, and questions will be similar to those in the mail survey. A customer profile can be set created, but will remain optional. As noted above, participants will be entered to win a lifetime supply of Nike Maxsight contact lenses.
Although the selected survey methods do generate low to moderate control of the participants, the questions asked during these surveys are very diverse and reveal a wide range of feelings and opinions. The computer-assisted personal interview systems at the eye care centers will reveal that the flexibility of the data collected is high because respondents can interact with the interviewer (trained staff member). A combination of these methods will deliver critical information regarding not only the effectiveness of the advertising, but many other degrees of customer satisfaction. Also, with two electronic methods of research, response rate will be very high.
The Eye Center website (2008). Nike Maxsight Sport-Tinted Contact Lenses. Retrieved June 28, 2008, from www.see2020now.com/maxsight/.
Malhotra, N.K. (2007). Marketing Research: An Applied Orientation. Upper Saddle River, NJ: Prentice Hall.
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