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Case 7
The Australian Tourist Commission
This case describes plans by the ATC for a survey prior to the Paul Hogan advertisements and
the Paul Hogan series of highly successful films. Students should not believe that the case
represents current conditions.
The purpose of the case is to encourage students to consider marketing research from a
managerial perspective. It is less important that they concentrate on the sample size than on
general objectives/purposes and the general intended research methodology.
1. What is your opinion of the research objectives and purposes for the study?
The ATC has certainly proposed an ambitious list of objectives and purposes. It is not altogether
clear what the difference is between the objectives and purposes. Students should realize that
2. What is your opinion of the proposed methodology?
It is important for students to discuss the proposed sampling method without becoming bogged
3. Why do you suppose to travel to Australia from the United States was lower than
desired? In answering this question, consider the cost of travel, a time required, and other
factors.
4. In your opinion will the information from the survey permit the ATC to address the issues
raised in Question 3?
Students can address some of the problems with the methodology and how they would affect the
Managers must ask penetrating questions of those who propose research expenditures.
Will the results assist us in making strategic marketing decisions?