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Case study

AFLAC: Marketing Research Quacks a Duck

Prepared by:

Student ID:

Instructor: Dr.

2020 - 1441

1. If AFLAC wants to forecast the demand for supplemental health and life insurance, what type of research design should be adopted and why? Generally, there are 3 categories of research designs: descriptive, exploratory and causal or experimental research design. In the case of AFLAC, in order to forecast the demand for supplemental health and life insurance, it should adopt a casual or experimental research design because this kind provides the highest levels of causal validity. However, AFLAC can adopt descriptive research design , because it helps to make specific prediction and describe the characteristics of relevant groups, and its findings represent to the population at large.

2. Identify sources of secondary data that would be useful in forecasting the demand for supplemental health and life insurance.

Mainly the following sources would be useful in forecasting the demand for supplemental health and life insurance: -

Sale Record: it means The information you have on your customers, including but not limited to their contact information, how often they purchase from you, what they purchase and how they pay their bills.

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Distributor Report: these reports gives information about the spread of the product throughout the marketplace such that a large number of people can buy it.

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Add Agency: often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients.

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Multimedia services research report : These reports provides full information about different kinds of Multimedia services.

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3. Identify sources of syndicated data that would be useful in forecasting the demand for supplemental health and life insurance.

Sources of syndicated data that would be useful in forecasting the demand for supplemental health and life insurance are the following: -

Retailers.

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Advertising evaluation.

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Media panel.

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Experimental surveys.

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Ad agency.

4. AFLAC wants to test a duck commercial against a non-duck commercial to determine which ad generates more favorable attitudes toward AFLAC. What type of experimental design would you recommend? Why would you recommend this type of design? Can this design be implemented in social media? If yes, how? If not, why not? Mainly, there are many research design like Pre experimental designs, true experimental design, quasi-experimental designs and statistical design. However, I think the posttest only control group is best in this situation, because its advertisement effectiveness will be obtained for both groups. this design takes low cost and time . Moreover , its result are comparable and it can apply in social media.

5. If a duck commercial is to be tested against two non-duck commercials to determine which ad generates more favorable attitudes toward AFLAC, what type of experimental design would you recommend?

A factorial experimental design is recommend because it can measure the effectiveness of advertisement of all groups. As a result, I think that the factorial design is recommended in this case. There will be one factor with three treatment levels: current commercial, non-duck commercial 1, and nonduck commercial 2. 2...