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WDS Case Study

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Thai Hai Ly
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33 views2 pages

WDS Case Study

Uploaded by

Thai Hai Ly
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Real-Life Research

13.1 Analyzing William D. Scott (WDS) Segmentation Results


Janie Raynor is an advertising executive with Stewart Bacon Advertising. She is
responsible for the WDS account and has just finished reviewing the results of a
recent online customer study. WDS buyers were asked to complete a survey
after making an online purchase. The study was conducted in the fourth quarter
of 2019. The accompanying table shows selected survey results broken down by
market segments (columns) identified in research and analysis previously
conducted by WDS. The first two rows are based on actual sales data; the rest of
the table shows results from the most recent survey with statistical testing of
differences. The first six rows show key metrics used by WDS to guide its
marketing strategy. Some of the key metrics come from actual sales data,
whereas others come from the recent survey. All results, except those for the
first two rows, are for the segments or based on segment column totals.
Market Segment
Single Single Married Married Married
Variable 18-25 26-40 18-25 26-40 over 40
Percent of current customer base 15% 20% 27% 29% 9%
(a)
Percent of sales (a) 10% 13% 29% 34% 14%
Top of mind awareness of WDS (a) 34%* 2 9%* 45% 51%** 53%**
Image index (100-point scale) (b) 69%* 70%* 85% 92%** 93%**
Likely to shop at WDS
in next 30 days 21%* 19%* 33%* 39%** 42 %**
Likely to shop at a competitive
store in next 30 days 38%** 40%** 28%** 23%** 25%**
Number of children under 23
years
Average number 2.38 2. 10 0 0 0.29
Income
Median income $28,ooo* $39,50 %44,430 $56.58o** $69,170**
0
% HH income over $75,000 29% 28% 15.3^ 28% 36%
Education
% College degree or more 9* 29** 26** 21 21
Ethnic makeup
% White 94% 92% 91% 95% 95%
% Black 3% 4% 6% 2% 4%
% Hispanic 2% 2% 2% 2% 1%
% Others 4% 4% 3% 4% 2%

(a): Based on actual customer data. Significance testing not appropriate.


(b): Index developed by Global Bazaar based on multiple measures from
survey—higher is better.
*: Significantly lower than average for all customers surveyed.
**: Significantly higher than average for all customers surveyed.

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