Jason Work Anderson

1
Measurement Analysis
Scott Edwards
Spencer Wixom
Kelly D. Stephenson
Professor Scott Smith
Justin Grigg
Jason Work Anderson
2
Factor Analysis
SUMMATES

• Idealist
• Kids spend too much time watching TV, playing
  video games and on the computer
• Kids should spend more time studying, getting
  exercise and reading
• Worried about kids exposure to media content

• Nurturer
• Encourage kids to talk about troubles
• Appreciate what kids try to accomplish
• Express affection for their kids

• Protector
• Parents duty to protect kids
• Kids should not question parents thinking
• Kids should never doubt their parents
• Mothers avoid disappointment for kids

• Militant
• Not comfortable with kids media exposure
• Kids should be held to strict rules
• Kids should have more discipline

3
Segments
1 Strongly Agree 5Strongly Disagree
4
Time Scout Evaluation
Unnecessary No Prob Solving Ineffective Unhelpful
Harmful Worthless Impractical
Necessary Problem Solving Effective
Helpful Beneficial
Valuable Practical
Perfect Parents
Fence Sitter
Working Parents Neglectful Parents
Best Friend Parent
5
Likelihood of Purchasing
Never
Already have One
Perfect Parents
Best Friend Parent
Fence Sitter
Working Parents Neglectful Parents
A Control Monitoring Device
6
TargetsLove Group,
LOVE GROUP Perfect Parents
Swing Group 1 Best Friend Parent
Swing Group 2 Fence Sitter
Hate Group Working Parents Neglectful Parents
Swing Group, Hate Group
7
Love Group
PERFECT PARENTS Strong nurturers who want
their children to succeed. They have an idealist
perspective and will use discipline and
protection to help their children be good,
quality contributors to society.
8
Control Monitor
Thinking about your children's viewing/usage
habits for TV, video games and the computer...
Perfect Parent Opportunity
9
Purchase Behavior
If you were interested in a device like the
Time-Scout Monitor, where would you be most
likely to make the purchase? 
Perfect Parent Opportunity
10
Placement Recommendation

• Offer Time-Scout in the following Channels
• Via Internet
• Time-Scout.com
• Amazon.com, Toys R Us.com, Datavision.com, etc.
• Toll-Free Number1-800-TimeScout
• Brick Mortar
• High Volume Retail Stores
• WalMart, Target, Kmart, Costco
• Specialty Retailer
• Radio Shack, Circuit City, Best Buy, Comp U.S.A.

Must Use Multiple Channels
11
Strategy Recommendations

• Internet Purchase www.timescout.com
• Use following terms for search engines

Number Term (Any form)

• 107 ? Time Scout
• 93 ? Parent Control
• 51 ? Child Monitor
• 38 ? Time-Scout
• 13 ? Television Monitor
• 12 ? Scout Monitor

PlacementInternet
12
Greatest Benefit to
If you were to limit your childrens exposure to
TV, video and the computer, what would be the
greatest benefit?
Better Grades and More Physical Activity were the
most important benefits to Perfect Parents.
Limiting ExposurePerfect Parent
13
Strategy Recommendations

• Target Perfect Parents
• Market to Parents, Not Children!
• Message Use a positive message.
• By using Time-Scout your children will
• Get better grades
• Have better physical health
• Time-Scout will bring happiness into the home.

Target Message
14
Perfect Parent

• 525 Respondents
• High Expected Price Low Expected Price
• -Max 500 -Max120
• -Mean 44.44 -Mean 13.27
• -St Dev 49.03 -St Dev 15.35
• -Mode 50 -Mode 10

Price Sensitivity
15
Perfect Parent
Purchase 25.9 No Purchase 74.1
Purchase 32.8 No Purchase 64.2
Price Points
16
Perfect Parent
Purchase 50 No Purchase 50
Purchase 73 No Purchase 27
Price Points
17
Pricing Recommendations
Ideal Retail Price 79.95 to 99.95
This price represents a combination of inputs.
The mode maximum price for the Perfect Parent
group was 50 dollars, with approximately 12
willing to pay 100 or more for the device.
Our recommended strategy would be to price high
to reach the most interested members of the
Perfect Parent group. Based on consumer
responses to various price points, price
reductions do not compensate for increases in
volume. Out of 100 Perfect Parents, Time-Scout
could garner 2,186 at 29.95 2,497 at
49.95 2,558 at 79.95 and 2,598 at 99.95.
18
Other Recommendations

• Change Packaging
• Lose Cartoon Figures (after this PowerPoint).
• Bring in more emotion with real-life images of
  children studying and playing outside.
• Show happy families engaged in worthwhile
  activities
• Use one master card that can control all
  systems and all childrens cards.

Product