Body on Tap A few years ago Vidal Sassoon, Inc., took legal action When the \"ve
ID: 364441 • Letter: B
Question
Body on Tap A few years ago Vidal Sassoon, Inc., took legal action When the "very good" and "good" ratings were combined with the against Bristol-Myers over a series of TV commercials outstanding" and "excellent" ratings, however, there was only a dif- and print ads for a shampoo that had been named Body ference of 1 percent between the two products in the category of Case on Tap because of its beer content.10 The prototype commercial featured a well-known high fashion model saying, "In shampoo tests with over 900 women like me, Body on Tap got higher ratings than Information Systems, Inc. (MISI), using a technique known as blind Prell for body. Higher than Flex for conditioning. Higher than Sas monadic testing.The president of MISI testified that this method typi- soon for strong, healthy-looking hair" "strong, healthy-looking hair." The research was conducted for Bristol-Myers by Marketing cally is employed when what is wanted is an absolute response to a The evidence showed that several groups of appro 200 women each tested just one shampoo.They rated it on a six-step he testified that blind monadic testing was used in connection with qualitative scale, from "outstanding" to "poor," for 27 separate attributes, such as body and conditioning. It became clear that 900 women did not, after trying both shampoos, make product-to consumer reaction to the introduction of Body on Tap. And Sassoon's product comparisons between Body on Tap and Sassoon or between n-house research expert stated flatly that blind monadic testing can Body on Tap and any of the other brands mentioned. In fact, no woman in the tests tried more than one shampoo. ximately product "without reference to another specific product."Although comparative advertising, that was not the purpose for which Bristol- Myers retained MISI. Rather, Bristol-Myers wished to determine not support comparative advertising claims Question The claim that the women preferred Body on Tap to Sassoon for "strong, healthy-looking hair" was based on combining the data Comment on the professionalism of the procedures used to make the for the "outstanding" and "excellent" ratings and discarding the lower advertising laim. Why do you believe the researchers performed the four ratings on the scale. The figures then were 36 percent for Body on Tap and 24 percent (of a separate group of women) for Sassoon. Source: ©Cengage Learning 2013. data transformations described?Explanation / Answer
This particular procedure of blind monadic testing is just an act to fooling the consumers. When we say in any advertisement that the tests were conducted on 900 women and in 4 categories then the women who tested per category should also be mentioned. When a group of 200 women is testing each shampoo then how can be the total figure be 900 for any particular 1 category. This is just a case of cheating with those who got influenced by the tv commercials and also an act to insult the competitive brands as the said research is not conducted in te way it is said to be.
Researchers performed such data transformations just to get the desired results with out going in exact details with competitive brands.