CASE Study Carmex IMMBA 20153910 
Marketing
Carmex : Leveraging Facebook for Marketing Research
IMMBA
20153910
김성중(Kim Sung-Joong)
1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or an (b) an online survey of Carmex Facebook likers?
(a) Advantage of Online survey of a cross-section of Internet households can offer many data from a lot of people weather they are interested in Carmex products or not. So, Carmex can collect statistical data. Disadvantages of this method is people can just ignore the survey easily because some people don’t know what the Carmex is and they don’t want to waste of their time for surveying. Also, they can think that this survey is kind of spam. Second, it took long time because it can be surveyed from many and unspecified people.
(b) Advantages of online survey of Carmex Facebook likers are many things. First, people already knew the Carmex. So, the survey can be met the Carmex’s object. So they can survey more products specifically. Second, the survey can be exposed to the consumer naturally in the Facebook news feed. It means that the probability of ignoring the information is very low. Another thing is that Facebook is social network. So, those kind of information are trustworthy because the source of information is from the people that I know. Finally, Carmex can get back quick responses. Disadvantages are two things. First, Carmex cannot collect the data from the people who do not use Facebook. Second, some people think that the only purpose of survey is getting a promotion. So, if they achieve their object, they are not come back to Carmex.
2. (a)On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why?
(a) “Engagement” is how active its Facebook audience is with Carmex. Any time a liker posts a comment on the Carmex
Carmex : Leveraging Facebook for Marketing Research
IMMBA
20153910
김성중(Kim Sung-Joong)
1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or an (b) an online survey of Carmex Facebook likers?
(a) Advantage of Online survey of a cross-section of Internet households can offer many data from a lot of people weather they are interested in Carmex products or not. So, Carmex can collect statistical data. Disadvantages of this method is people can just ignore the survey easily because some people don’t know what the Carmex is and they don’t want to waste of their time for surveying. Also, they can think that this survey is kind of spam. Second, it took long time because it can be surveyed from many and unspecified people.
(b) Advantages of online survey of Carmex Facebook likers are many things. First, people already knew the Carmex. So, the survey can be met the Carmex’s object. So they can survey more products specifically. Second, the survey can be exposed to the consumer naturally in the Facebook news feed. It means that the probability of ignoring the information is very low. Another thing is that Facebook is social network. So, those kind of information are trustworthy because the source of information is from the people that I know. Finally, Carmex can get back quick responses. Disadvantages are two things. First, Carmex cannot collect the data from the people who do not use Facebook. Second, some people think that the only purpose of survey is getting a promotion. So, if they achieve their object, they are not come back to Carmex.
2. (a)On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why?
(a) “Engagement” is how active its Facebook audience is with Carmex. Any time a liker posts a comment on the Carmex