For each of the following scenarios, identify what custom research approach woul

Question

For each of the following scenarios, identify what custom research approach would be of most value. First, specify a quantitative or qualitative approach, then, add any specifics (quantitative on-site survey, qualitative focus groups, etc.) A minor league hockey team wants to find out how game attendees feel about their game experience. A brand of baseball gloves and gear, looking to develop a new advertising campaign aimed at parents of Little League players, want to understand what emotional ties kids and their parents have to equipment handed down. A motor sports venue is considering offering various ticket packages that include multi-day passes, varying food and beverage options, and merchandise offers. The venue needs consumer feedback to identify appropriate pricing and interest in the offers. A professional sport league wants to gain an understanding of how avid and casual fans’ opinions of the league change when athletes run afoul of the law. A major sports drink brand wants to know how its sponsorship of college football is driving purchase behavior among people ages 18-25 who are athletically active.

Explanation / Answer

Qualitative and quantitative research methods powerful tools for understanding data and providing a dependable basis for analysing the data to enable rational decision making. Qualitative research consists of the emotional aspect which is intangible and includes what individuals think feel and do while quantitative is a tangible measure of how many people think feel or behave in a particular manner. Qualitative research to be effective it needs to provide depth and detail of a certain behaviour, needs to encourage discussion and be adaptable enough to allow for flexibility within the question or information. the major disadvantages are that the sample sizes are mostly small and it may be difficult to generalize as every individual may provide buried inputs and the quality of the responses may not be highly dependable as qualitative data is always vulnerable to influence. Also certain topics may cause discomfort to the respondents leading to technically correct answers which may not be accurate.

Quantitative research includes the largest sample size and can be objective and accurate as it is not variable with data collection being quick and easy to Dada making it cost effective. The major disadvantages are the results being based on numerical responses will not offer insight into any other context and can be amazing limiting factor also artificial atomic weapon due to research being carried out in a natural environment where certain answers may provide an advantage to the respondent. Both these methods when combined can provide the potent combination for accurate actionable data which can be a major advantage for rational decision making.

1) minor league hockey team it is a qualitative research as it involves opinion of people. It would require phenomenological study as an appropriate qualitative method. Through Interviews.

2) brand of baseball gloves and their looking to develop a new advertising campaign in that parents of little League players want to understand what emotional ties kids and their parents have equipment handed down would require a qualitative approach which would require a narrative approach as an appropriate method in-depth interviews with individuals which will help describe the culture. The narrative works along a particular theme. Through Interviews and focus groups.

3) a Motor Sports venue is considering offering various ticket packages that include multi day passes, wearing food and beverage options and Merchandise office. The venue needs consumer feedback to identify appropriate pricing and interest in the offers. This requires a quantitative research based on correlational theory whereby current activity data is utilised for understanding and predicting other related data. Interviews and survey.

4) a professional sport leagues to gain an understanding of how average and casual fans opinions of the league change when athletes run afoul of the law. This would require a quantitative research based on experimental research to understand the number and percentage of fans impacted by the event. Survey for data collection.

5) a major sports drink brand wants to know how its sponsorship of college football is driving purchase behaviour among people ages 18 to 25 who are athletically act. This would require quantitative research causal comparative a Quasi experimental research which establishes cause and effect relationship between the sponsorship and the increase in consumption. Survey for data collection.

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