Marketing
7th Edition
ISBN: 9781260428292
Author: Grewal, Dhruv
Publisher: MCGRAW-HILL HIGHER EDUCATION
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Question
Chapter 10, Problem 8MA
Summary Introduction
To discuss: The secondary sources of information Company D use to conduct research.
Summary Introduction
To discuss: The ways company gather information and the information that should be preferred.
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You work for a company who manufactures and sells accessories, and you have been asked to conduct research to determine how the company can increase its bow ties sales. Sales will increase if you can get new customers to use your product and/or get your current customers to purchase more bow ties.
Please discuss the type of primary research you would conduct to determine how the company should proceed:
1. What type of research would you conduct and why this type? Please be specific.
2. Who would participate in this research?
3. What information would you seek to get from this research?
4. How could this information be used to help the company make decisions?
You have been living in Melbourne for several years now and you feel that there may be an opportunity to import a range of products from your home country, that could be marketed into regional Victoria.
You have met already with your local bank manager who demanded that you submit a business plan. As part of the latter plan you need to investigate whether the business opportunity is feasible, hence you decide to carry out some research.
Question 1: Explain which of the following research methods (causal, descriptive or exploratory research) you decide to use and justify your decision
Question 2: Decide which particular research instrument (i.e. interview, survey, observation) you will use and why.
Question 3: Design a questionnaire of 10 questions in at least two sections
EXCLUDING any demographic questions such as gender, age, etc.
Suppose Domino’s wants to open a new restaurant. What are somesecondary sources of information that might be used to conductresearch on potential new locations? Describe how these sources mightbe used. Describe a method Domino’s could use to gather primaryresearch on prospective locations. Do you think Domino’s shouldconduct the primary or secondary source research first? Why?
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Similar questions
- You are requested to select a sales organization which needs an Online Shopping app for Ecommerce Store to improve the business operations and promote sales. You need to conduct a research through the Internet and the available online resources for an Online Shopping you have selected. Plan your Research in such a way to examine the issues faced by organization in currently available information system and explore the other types of information systems which can be incorporated to enhance the existing system. After conducting the research prepare the following: 1. а. Write a short description of the chosen online Shopping/department and the information system currently used. b. List the business drivers of the information system based on the current system.arrow_forwardPizza Hut is going through some challenges and has asked you to identify the most suitable market research or market information approach they should use to help gather information. They have supplied you a list of possible research approaches to choose from. What research approach(s) from the list below should be used if Pizza Hut wanted to know: Their market share? The population around a new store they are thinking of opening? The likely success of launching their new “super-chili pizza”? Whether they should launch a new TV advertising campaign that uses athletes who eat pizza? What impact McDonald’s new healthy food menu is having on their sales? LIST OF POSSIBLE APPROACHES A.= Secondary data – government statistics B. = Secondary data – internal records C.= Focus groups with customers D.= Focus groups with both customers and non-customers E.= Mystery shopper research F.= Telephone survey with customers G.= Telephone survey with both customers and non-customers H.= Experiment…arrow_forwardWhy is doing research on your target market important?arrow_forward
- Choose an industry and provide your thoughts on the type of research that they should conduct to better inform business decisions. Provide a specific example.arrow_forwardWhat are the factors that you will consider while designing your research project to enhance the feasibility and political acceptability of your research project.arrow_forwardThere is 6 criteria for evaluating secondary research. Can you explain 4 of the 6?arrow_forward
- Good market research is essential for planning and forecasting. It also helps target the appropriate market. As the marketing research industry expands, what skills will future executives need to possess? How do these skills differ from those currently needed to function successfully in the marketing research field?arrow_forwardOne hears the word research being mentioned by several groups such as research organizations, college and university professors, doctoral students, graduate assistants working for faculty, graduate and undergraduate students doing their term papers, research departments in industries, newspaper reporters, journalists, lawyers, doctors, and many other professionals and nonprofessionals. In the light of what you have learned in the introductory parts of research, which among the aforementioned groups of people do you think may be doing ―scientific investigations in the areas of basic or applied research? Why?arrow_forwarddiscus 5 ethical risks that may be associated with conducting research, and indicate what specific steps you would take to address these risks.arrow_forward
- Identify and elaborate on at least five ethical principles that should be followed when conducting a research process.arrow_forward2) How do ideas for market research arise? First of all, someone has to know something about the capabilities of market research before they can think of it as a possible solution. Most people know something about market research in a general sense. They know it can be used to find out how many people do something or think something. But do they fully appreciate that it can be used to work out how much people are prepared to pay for each feature of a product? Do they know that you can work out the importance of issues that influence customer satisfaction without asking the customer how important each issue is? If you don’t know what something can do, it is fully understandable that it may not come to mind. Explain the structure of a well-defined marketing research problem, including the broad statement and the specific components.arrow_forwardIdentify the steps a business organization might need to take to carry out market research in an overseas market. Suggest how the marketing research process needs to be framed. Discuss whether the business would be best advised to have someone do the research for it, or do it itself.arrow_forward
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