Case 7.1 Procter and Gamble Uses Its Online
Community to Help Develop Scents for a New Product Line
For this case study, read Case 7.1 Procter and Gamble Uses Its Online Community to Help Develop Scents for a New Product Line on pg. 152 of your textbook and answer the following questions:
Do you think P&G used the right research method to answer the research question? What about mall interviews or IDI’s?
How does a company recruit the “right” respondents for its online and social media communities?
Researchers talk about getting “richer understanding” from online communities. What does this really mean?
How might a firm like Estee Lauder use this information? Should they also create an online community? Have they done so already?
This assignment should be double-spaced and typed in Times New Roman, 12-point font. Please cite your sources.
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