1. For each of the following situations described below, which type of research
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Question
1. For each of the following situations described below, which type of research design is most appropriate? Why?
a. Frank’s Flies in a fishing lure manufacturer, Frank’s management has decided to enter the lucrative market for trout flies, an area in which the company has little experience. The fly development department has decided that it needs more information concerning trout fishing in general before it can begin designing the new product line.
b. Ace fertilizer company is trying to decided where advertisement for it’s vegetable garden fertilizers should be placed. Management is contemplating a research project to determine which publications home gardeners read on a regular basis.
c. A local mail-order firm was concerned with improving its service. In particular, management wanted to assess if customers were dissatisfied with current service and the nature of this dissatisfaction.
d. A manufacturer of high-speed copiers was introducing a new desktop model. The CEO had to decide between two advertising programs for this product. He preferred the program A over B because he was thinking the program A would generate more sales. The next day he met with vice president in marketing to plan an appropriate research design for a study that would aid in the final decision as to which advertising program to implement.
2. The following questions review the idea of research designs we’ve covered.
Q1. Exploratory Research Begins With
a:vague topics of interest.
b. specific hypotheses.
c. tentative hypotheses.
d. cause?and?effect hypotheses.
Q2. Which of the following is FALSE?
a. In exploratory research the major concern is with the discovery of ideas and insights.
b. Exploratory research is often used to clarify concepts and to establish priorities for further research.
c. Exploratory research investigates hypotheses. d. Exploratory research is used to develop hypotheses.
Q3. The major emphasis in exploratory research is on
a. Determining the frequency with which something occurs.
b. The discovery of ideas and insights.
c. The relationship between two variables.
d. Determining cause?and?effect relationships.
e. Providing definitive answers.
3. Discussion 1: Athletic Shoe Store A medium sized shoe store focusing on athletic shoes found out some recent slippage in store sales. Kate, the store manager, is concerned that the styles the store offer may no longer in fashion among some target group customers. Because the store manufactures its own line of shoes, styles must be chosen at least 10 to 12 months before they hit the store. It was assumed that athletic shoes are selected and purchased primarily for their functional attributes but Kate is now beginning to think that the more symbolic attributes may play a larger role than what was believed previously. Your marketing research firm has been contracted to provide marketing research into these issues.
1. Which research design might be most appropriate under the circumstances? Why?
2. Identify research questions(3<) on the issue.
Discussion 2: The Communicon Company The Communicon Company is a large supplier of residential telephones and related services in southeast United States. The R&D group at the company recently designed a prototype with memory function that would store the number of calls and the contents of the calls for as long a period of 72 hours. A similar product introduced six months earlier by Telecon Company, a competitor of The Communicon Company, was marginally successful. However both models suffer from a technical flaw. The audio quality on calls that lasted for over 20 minutes would begin to deteriorate due to technical limitations. Despite the flaw, management was excited about the new product and decided to do a field study to measure consumer reaction. A random sample of 1,000 respondents was to be chosen from three major metropolitan centers in the Southeast. The questionnaire was designed to find out respondents’ attitudes and opinions toward this new instrument.
1. Which research design might be most appropriate under the circumstances? Why?
2. Is this appropriate method for data collection? If YES, tell me why. If NO, suggest another way(s) of properly collecting data in this situation.
Discussion 3: Types of Exploratory Research
What type of research design would you suggest for each of the following situations and why?
1. Zales jewelry retailer wants to better understand why men buy jewelry for women and how they select what they buy.
2. The owner of local McDonald’s store located by your university is planning to build a playland and wants to know which play equipment is most interesting to children.
3. Vivien(underwear brand) wants to better understand women’s body images.
4. The director of on-campus housing in CA University proposes some significant changes to the physical configuration of the current on-campus dorm rooms for freshmen and new transfer students.
5. The research center at Calvin Klein suggests a new cologne for men has been developed and must be promoted by a famous sports celebrity 6. The vice president of marketing in charge of new locations for Lotte Mart must decide on the best location for this store in our town.
Discussion 4: Riverside County Humane Society The demand on the Riverside County Humane Society (RCHS) had increased rather dramatically over the past several years, while the tax dollars the society received to provide services had remained relatively unchanged. In an effort to halt further decline in the quality of its services and to provide better care for the pets at the center, the membership committee of the board of directors began making plans for a member/contributor drive. The organized drive was to be the first of its kind for the local chapter, and the committee members wanted it to be as productive as possible. As the plans began to evolve, the committee realized that the organization had only scattered pieces of information about its current members. It did have a list of members and contributors for the past five years that had been compiled by the RCHS staff. In addition, it had access to the results of a survey done by a staff member several years previous and their opinions of shelter services and programs. However, the organization had only sparse knowledge of the profile of its typical member and contributor, about why they belonged or contributed, how long they had been associated with the Humane Society, and how the services should be improved. The committee members believed that information on these issues were important to conduct a successful membership drive, and they commissioned some research to secure it. One of the first things the researchers did was to contact other Humane Society chapters to determine what kinds of research they had done, particularly with respect to identifying the characteristics of their members. The researchers also interviewed key Riverside Humane Staff members for their thoughts and ideas regarding RCHS membership. The researchers also held a focus group among members of the Membership Committee. These research activities produced the following general facts about membership and contribution:
1. The people who used center facilities are not necessarily the same people who would become members.
2. Most contributors do not care about being a “member” because the membership does not confer any rights or privileges, except a newsletter.
3. The female member of the household is mostly making the decision regarding membership or contribution to the RCHS.
4.The majority of the members in RCHS are female and at least 35 years old.
5. Many retired or elderly people are contributing to or joining the RCHS.
6. The average contribution is about $15 to $25.
7. People in the community have a generally positive perceptions of the RCHS.
8. Most people have heard about RCHS primarily through education programs conducted by the society.
9. The emotional appeal in a membership drive is likely to have the best chance for success
Questions 1. What kind of research design in being used? 2. Is it a good choice? 3. Write some research questions on your own. 4. What kinds of response errors that may have presented during the study?
Explanation / Answer
1. For each of the following situations described below, which type of research design is most appropriate? Why?
a. Frank’s Flies in a fishing lure manufacturer, Frank’s management has decided to enter the lucrative market for trout flies, an area in which the company has little experience. The fly development department has decided that it needs more information concerning trout fishing in general before it can begin designing the new product line.
Answer: Casual Research is used done to test a hypothesis and the cause and effect of the hypothesis i.e. the effect of a change in a business policy, strategy etc.
Here Frank flies are introducing trout flies and need more information to develop the accurate product as per customers expectations and its impact on his current business.
b. “Ace fertilizer company is trying to decide where an advertisement for its vegetable garden fertilizers should be placed. Management is contemplating a research project to determine which publications home gardeners read on a regular basis.”
Answer: Descriptive research is used to identify the marketing problem and marketing potential. It will define the characteristics of the target group or the user of the product or service.
Ace fertilizer has to decide on a correct publication where their target audience will see the advertisement. The preferred publication of the target audience has to be identified.
c. A local mail-order firm was concerned with improving its service. In particular, management wanted to assess if customers were dissatisfied with current service and the nature of this dissatisfaction.
Answer: Exploratory research which is used the preliminary information to identify the problem and the hypothesis i.e. to understand what is happening and why it is happening?
The local mail order firm has to identify why customers are dissatisfied and the cause of customer dissatisfaction.
d. A manufacturer of high-speed copiers was introducing a new desktop model. The CEO had to decide between two advertising programs for this product. He preferred the program A over B because he was thinking the program A would generate more sales. The next day he met with vice president in marketing to plan an appropriate research design for a study that would aid in the final decision as to which advertising program to implement.
Answer: Descriptive research is used to identify the marketing problem and marketing potential. It will define the characteristics of the target group or the user of the product or service.
The selection of the accurate advertising program which has more potential to increase sales.
2. The following questions review the idea of research designs we have covered.
Q1. Exploratory Research Begins With
a: vague topics of interest.
b. specific hypotheses.
c. tentative hypotheses.
d. cause? and? effect hypotheses.
Ans Option a. The vague topic of interest: as exploratory research is flexible and can address research questions of all types. (what, why, how)
Q2. Which of the following is FALSE?
a. In exploratory research, the major concern is with the discovery of ideas and insights.
b. "Exploratory research is often used to clarify concepts and to establish priorities for further research."
c. “Exploratory research investigates hypotheses. “
d. Exploratory research is used to develop hypotheses.
Ans Option c. "The exploratory research investigates hypotheses."
Q3. The major emphasis in exploratory research is on
a. Determining the frequency with which something occurs.
b.” The discovery of ideas and insights.”
c. The relationship between two variables.
d. Determining cause? and? effect relationships.
e. Providing definitive answers.
Ans Option b. “The discovery of ideas and insights”
“*as per guidelines can answer up to 4 questions or parts only.”
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