What type of exploratory research designs would you suggest for each of the following situations? Justify your answers using specific illustrations and examples.

958 Words Aug 9th, 2004 4 Pages
2. What type of exploratory research designs would you suggest for each of the following situations? Justify your answers using specific illustrations and examples.

a. The research and development director of Louis Vuitton suggests a new type of cologne for men that could be promoted by tennis celebrity Marat Safin.

b. The General Manager of Thai Spices Restaurant in Hong Kong wishes to offer customers two "new and exciting" dinner items that would be a blend of fresh durians, herbs and chicken.

c. A retail manager would like to know the popularity of a new brand of dishwashing detergent produced by Proctor and Gamble.

a) In developing a research design for this particular situation, it would first be a consideration that Louis Vuitton
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This may be done with a simple observational study. For example, offering free samples of the food in question to existing customers will provide valuable insight into popular opinion.

c) To gain a better, in-depth appreciation of the marketing environment or consumption behaviour with regard to the new brand of detergent it may first be logical to examine any available secondary data. Analysis of such data may give a very clear indication of the brand's popularity. As the product is already in circulation, sales information and other related figures may be extremely useful in determining the brand's current market status.

Experience Surveys may prove effective in this situation as well. There are many opportunities for experience surveys in this particular marketing problem. Anyone from a company executive to a product merchandiser can provide useful experience and knowledge that can benefit the research. Management can be probed for information obtained overseeing the overall operation of selling the product, whilst sales representatives can be questioned about their experience in dealing with front-line sales. Buying trends can also be measured by interviewing individuals outside the organisation; such as wholesalers and retails who can provide very accurate information and figures regarding popularity (ie. sales).

Focus groups can also be used in this situation to measure consumer reaction, indeed focus