Date of Graduation

Spring 2017

Document Type

Honors Research Project

Degree Name

Bachelor of Business Administration

Major

Marketing: Marketing Management Program

Research Sponsor

The Goodyear Tire and Rubber Company

First Reader

Susan Hanlon

Second Reader

Andrew Platt

Abstract

The Goodyear Tire and Rubber Company is investigating whether or not their soybean oil tires should be advertised as such to the public. This paper discusses the various research methods that were used to come up with reccomendations to Goodyear. Some of these methods include secondary search, store observations, a survey, and a focus group. With the recommendations outlined in the paper, The Goodyear Tire and Rubber Company can assure great success with their soybean oil tires.

Included in

Marketing Commons

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