“Baggy Britches”

Background Head of the Marketing team at Levi Jeans Inc. Working on new product line called “Baggy Britches” Unisex Target age 18-45 Preliminary surveying showed 84% of respondents favored the design Background

Physical You have been tasked with creating a full scale, survey: Local, National, and International 6,000-13,000 participants Target Population: Men and Women Ages 20-38 Physical

Developing the Questions Demographic Information Age Gender Location Occupation Income Shopping Preferences How much do you pay for a pair of jeans? Where do you buy the majority of your clothes from? Sizing Do you prefer jeans that fit snugly around the (body part)? Developing the Questions

Distributing the Survey Facebook Charged by the click Around $4000 for 10,000 clicks 5% off next Levi’s Purchase Receipt Codes Survey information will also be printed on the bottom of Levi's receipts 10% off coupons in exchange visiting a website and taking the survey. Distributing the Survey

Argument Argument: Response: The survey will not reach the target audience Response: Questions include demographic data Facebook advertising allows you to choose many different ways to target specific groups of people. Argument

A specific question on the survey is receiving negative feedback “Jeans that are roomy around the thighs are kind of jeans I like to wear.” Participants feel the question suggests that they wear or prefer plus size clothing. Participants suggest rewording the question 14 participants demand personally written apology Emotional

Solution Reword the Question Apologize to the participants Remove the word roomy  "I like jeans that fit loosely around the thighs.” Apologize to the participants Apologize for the misunderstanding Reiterate to the participant that the question was not intended to suggest a preference to plus size clothing Include a 10% off coupon Hand-sign letters to the 14 participants Solution

Argument Argument: Response: The reworded question will still result in more complaints Response: While the company strives to be sensitive to our customers' thought and beliefs, it is inevitable that there will be complaints. Argument

Circumstantial Disgruntled Employee Survey Interviews Did not feel fully included in all of the stages of the process Felt others ideas were favored over their own Cite individuals as “bossy” or “lazy” Survey Interviews New project Interview select individuals from the from the survey you conducted over the “baggy britches” jeans Disgruntled employee will also be involved Circumstantial

Solution Put the employee in charge of the interviews Chance for the employee to prove his skills Employee will feel more included in the process   Supervise the process Keep a close eye on the project's performance Step in if the project begins to fail Solution

Argument Argument Response The project will fail due to the employee's incompetence Response You will continue to keep a close eye on this employee and the project Will step in and take control if the project is not going well Argument

Result Survey accomplished every goal. Reworded the offensive question Provided reliable data regarding customer views on "baggy britches" jeans. Reworded the offensive question Received no further complaints regarding the question. Employee took full charge of the survey interviews. Process went very smoothly Employee was able to prove himself as a valuable employee to the company. Have put him in charge of another project as a result. Result