After September 11, 2011, U.S. consumers showed a desire to tone down their cons

Question

After September 11, 2011, U.S. consumers showed a desire to tone down their consumer activities. They ordered simpler foods in restaurants and spent more time at home. therefore a lot of marketing campaigns begins emphasizing down home themes.
At some point after a disaster, it is time to get back to business. But, major catastrophic events are likely to leave permanent changes on consumers and employees in those areas. Suppose you are approached by the owner of several delicatessens and full service wine stores in the Gulf Coast area. It is January 2006, and they want to get back to business. But they are uncertain about whether they should simply maintain the same positioning they had pervious to Hurrican Katrina and Hurricane Rita. They would like to have a report from you within eighty day.

Where would you conduct any interviews and with whom would you conduct them?

Are there ethical issues that you should be sensitive to in this process? Explain.

What issues would arise in conductinga focus group interview in this situation?

Answer all the questions given above. Thanks!

After September 11, 2001, U.S. consumers showed a J cm re to tone down their consumer activities. They ordered simpler foods in restaurants and spent more time at home. Therefore. J lot of marketing campaigns began emphasizing down-home themes. At some point after a disaster, it is time to get hack to business. But, major catastrophic events are likely to lease permanent changes on consumers and employees in those areas. Suppose you are approached by the owner of several delicatessens and full-service wine stores in the Gulf Coast area. It is January 2006,and they want to get back to business. But they are uncertain about whether they should simply maintain the same positioning they had previous to Hurricane Katrina and Hurricane Rita. They would like to have a report from you within eighty days. How could each classification of qualitative research be used here? What qualitative research tool(s) would you recommend be used and why? Where would you conduct any interviews and with whom would you conduct them? ETHICS Are there ethical issue that you should be sensitive to in this process? Explain. What issues would arise in conducting a focus group interview in this situation? Prepare a focus group outline.

Explanation / Answer

1. According to this case study the best place to conduct interview is at the residence of people. In this case it is mentioned that after 11, September 2011 people preferred to buy simple food from restaurant and they started spending more time at home. People started avoiding crowded places in order to overcome the uncertainty. They took break from the job and lowered their spending power in order to avoid financial crisis.

The best way to conduct the interview is through the delivery guys. At that time they were only person who was having uninterrupted access to the people who are staying at the home after that incident. The other way to conduct interviews is when the customer is placing order on can ask simple questions and get their views on the situation.

2. The ethical issue in this process is that one can’t ask too many questions to consumer as the consumer is already going through mental stress. Asking too many questions can increase the tension among the customers and it will also increase the suspicion level that someone is trying to gather personal information from them which can be misused against them later.

3. Issues that would arise in conducting a focus group interview in this situation are:-

a. The data collected in such focused group interview cannot give the perception of entire population.

b. It will increase the level of fear among the people who are already suffering.

c. People may get influenced with external environment while giving interview and the original perception cannot be achieved.

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