Publication Date

1980

Document Type

Dissertation/Thesis

First Advisor

Brown, Richard D., 1936-

Degree Name

M.S. (Master of Science)

Legacy Department

Department of Marketing

LCSH

Electronic organ--Marketing; Wurlitzer organ--Marketing

Abstract

This thesis is based upon an actual survey for The Wurlitzer Company taken by the author. The company produces pianos and electronic organs distributed through a dealer network to service the buying consumer. The problem to be solved was one created by a lack of knowledge. The company wanted to know the characteristics of their typical purchaser. Not only did the company want to determine these characteristics, but also wanted to know if the repeat purchaser of an electronic organ differed from the first-time purchaser. The first portion of the problem was solved by taking a survey of the Wurlitzer organ owners. The warranty cards of over 44,000 organ owners were randomly sampled and a cross section of the owners, from all 50 states, was selected. The owner "profile" was determined from this sample. The second portion of the problem, determining if there was a significant difference between first-time and repeat purchasers, was approached through the use of stepwise discriminate analysis. The conclusions reached showed there indeed was a definite Wurlitzer organ owner profile and that there was a significant difference between first-time and repeat purchasers.

Comments

Includes bibliographical references.||Pages misnumbered; number 11 skipped.

Extent

viii, 67 pages

Language

eng

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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