A survey of the oil change consumer has been completed for Delta Oil. The student must analyze the results and report conclusions and recommendations to Delta Oil management. The case presents the actual results of an extensive consumer survey. Delta Oil (B) introduces basic analytical techniques for market research: stratified and segmented sampling, analysis of frequency distributions and cross-tabulations. The importance of sampling methods and sample size can also be addressed. A Note on Reading a Crosstab Table (9A97K002) is also available. Delta Oil Outlets (A), which challenges students to design a research study for the company, should be taught, or at least reviewed, before addressing Delta Oil (B).
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