Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 5

EXPERIENCE THE INTERNET: Nike, Reebok, and Converse are strong competitors in the athletic shoe market. The three use different advertising and marketing strategies to appeal to their target markets. Use one of the search engines on the Internet to identify information on this market. Go to the websites for these three companies (www.Nike.com; www.Reebok.com; www.Converse.com. Gather background information on each, including its target market and market share. Design a questionnaire based on this information and survey a sample of students. Prepare a report on the different perceptions of each of these three companies, their shoes, and related aspects. Present the report in class and defend your findings.