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You have just been promoted to Marketing Research Manager for Turing Pharmaceuticals of New York, an international pharmaceuticals company. About a year and a half ago, the CEO made a huge mistake raising the price of their toxoplasmosis drug Daraprim from $13.50 to $750 per pill. The public outrage was overwhelming. Since then the CEO, Martin Shkreli, has been replaced by Board Chaiman, Ron Tilles. Obviously there are repercussions from activist groups, consumers and the general public about the announcement, and now the company is backpedaling and trying to maintain its image among these interest groups. The new CEO knows the company made a huge mistake and has asked you for some information. He wants to know how to identify segments of the population that may still have an unfavorable view of the company and those that still retain a favorable view. How would you identify these segments? Due to disproportionate news coverage and the typical onesided viewpoint of mainstream media in the US, could there be entire country markets outside of the US that have a more favorable view of the company? How would you identify them? Once you identify them, tell me what you think the best three markets would be for this product and why. The CEO would like you to provide a comparison of attitudes toward the product and the company image in each country. Could you use some kind of statistical test to do that? Finally, if you identify one country with a more positive attitude towards the product, he would like to know which age group has the most positive attitude toward the company and whether people who have been prescribed Daraprim have a more positive attitude toward the product than those that have not. First, explain the steps for identifying country characteristics and screening. What types of primary and secondary data could you use? Which 3 countries would you pick? Why? Write an attitudinal question and the associated Likert scale that you would use to identify differences in attitudes toward this product. How do you determine which market has the most positive attitude towards the product? What would you do to compare differences in attitudes among age groups as well as differences in attitudes between carriers and non-carriers in that country?
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