Posted: February 1st, 2014
what method would you specifically use in your research, i.e focus groups, interviews, etc
For this one just answer the question in regards to the post
now that you have identified Exploratory Research, what would it take the form of. In other words, what method would you specifically use in your research, i.e focus groups, interviews, etc.?
After thorough examination of case 4.1 client A is unsure of the reasoning behind the research and has decided to use explanatory research. This type of research can be said to incorporate a superb marketing strategy as a way for a given organization to locate problems and come to concise and definite answer to them. It also can allow the researchers to further define affluent issues and create a theory (Burns, 2012). When selecting an appropriate research design it is extremely important to have a basic understanding of any issues as well as what goals are expected to be achieved by the research. When we do not have adequate knowledge to start investigation it is useful to use exploratory research in doing so. This is much the case that we see in Client A, If we use exploratory research it allows for a much larger beginning point which allows the investigator the ability to modify routes of investigation, thus giving the possibility of more information and greater number of possible solutions.
The marketing program for this client, however, does not disclose many modifications which could mean there may be a need to change the technique used in the future in regards to both the economy as well overall client satisfaction. As part of this process there may be a need to develop a field study experiment in efforts of trying to the marketing strategy new and creative. One clear cut method of doing so is to split the production sites into two specific groups one to try out a new strategy while the other maintains the older version. This trial of sorts would allow for various techniques to be introduced through comparative study which could be used to ensure effectiveness and profitability.
References
Burns, A. C. & Bush, R. F. (2012). Basic marketing research using Microsoft Excel data analysis (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall. ISBN: 978-0-13-507829-6
further surveying of potential clients in Case 4.1, I feel that casual research would be the most appropriate for Client C. Client C controls 33% of the market and want market researchers to investigate how their percentage of market share can be increased. “Marketing managers are always trying to determine what will cause a change in consumer satisfaction, a gain in market share, or an increase in sales” (Burns & Bush, 2012). Client C is convinced they have experimented with every marketing-mix variable except package design. Before the consumer takes the product home, the first thing they see is the packaging that the product is boxed in. Being that the competing brands are typically displayed side-by-side, elements of appearance is all that separates Brand C from other brands on the shelf. “Casual relationships are determined by the use of experiments, which are special types of studies” (Burns & Bush, 2012).
The primary focus of the market researchers would be establishing what factors of package design influence awareness, preference for, and intention to buy the brand. Research methods such as experimentation enable market researchers to analyze how changing elements impacts consumer behavior. “An experiment is defined as manipulating and independent variable to see how it affects a dependent variable…” (Burns & Bush, 2012). Trying out different packaging options and conducting field experiments could prove to be useful tool for Client C. Field experiments allow consumers to make consumer decisions about Brand C in a comparable settings to where they would normally make consumer decisions. “The primary advantage of the field experiment is that of conducting the study in a naturalistic setting, thus increasing the likelihood that the study’s findings will also hold true in the real world” (Burns & Bush, 2012).
Second set of responses to this question
Your friend wants you to use your marketing research expertise to write a marketing plan for her new day care center. The center will focus on children from 2-4 years old with working parents. Use the Census Bureau’s Quick Fact Page to view your home county and discuss which statistics might be useful. Be sure to list your state and county in your discussion. What are some possible issues with using this secondary data in your friend’s marketing plan?
Conducting marketing research with the goal of creating a marketing plan for a new day care center will require the gatheri
ng of data. Being that the center will focus on children from 2-4 years of age, my research should reflect data sets specific to the county where marketing will take place. “Data needed for marketing management decisions can be grouped into two types: primary and secondary” (Burns & Bush, 2012). The Census Bureau’s Quick Fact Page provides some useful statistics about the Fulton county area. Using Quick Fact subjects such as population estimates, persons under 5, mean travel time to work and persons per household can give marketing teams an assessment of what to expect from respective counties. Data collected though secondary sources tend to be inexpensive and can enhance the primary research that has already been conducted (Burns & Bush, 2012). Along with the advantages secondary data present, market researchers must also be weary of the existing disadvantages.
ng of data. Being that the center will focus on children from 2-4 years of age, my research should reflect data sets specific to the county where marketing will take place. “Data needed for marketing management decisions can be grouped into two types: primary and secondary” (Burns & Bush, 2012). The Census Bureau’s Quick Fact Page provides some useful statistics about the Fulton county area. Using Quick Fact subjects such as population estimates, persons under 5, mean travel time to work and persons per household can give marketing teams an assessment of what to expect from respective counties. Data collected though secondary sources tend to be inexpensive and can enhance the primary research that has already been conducted (Burns & Bush, 2012). Along with the advantages secondary data present, market researchers must also be weary of the existing disadvantages.
Secondary data provides a number of uses for a marketing research project and the marketing researchers decide what to include or dispel from their studies. “Secondary data have previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand” (Burns & Bush, 2012). Nonetheless, using secondary data in the marketing plan of the local day care center could prove to be problematic for the marketing researchers involved. Marketing researchers must evaluate incoming information before using it as a basis of making decisions due to existing disadvantages. “Sometimes a marketing researcher will find information reported with the desired unit of measurement and the proper classifications, however, the data is outdated” (Burns & Bush, 2012). Inaccurate data can be detrimental to marketing research efforts as conflicting numbers can result in the misrepresentation of facts.
Fulton County, GA.
In order to assist my friend with conducting the marketing research to determine if the proposed day care would be a viable project / business venture to embarked on within her area of interest, I would look at the census data for the county and city to get a sense or view of the population trends and what percentage of it includes working parents with children below the age of 5. The census tells us that of the 443,775 residents of Atlanta, 28,401 are children below the age of 5 but didn’t say how many of them have working parents. Since the census data has insufficient data to meet my needs, I would definitely use “Secondary information should always be sought first, because it is cheaper and faster to access than primary information. Much secondary information is available in published sources and is either free or available for a small fee” (Bush, 2012, p. 54). This would be a viable option since I may not be getting pay for my services or the pay may be very small since it’s a friend that I am helping. What are some possible issues with using this secondary data in your friend’s marketing plan? “Sometimes, for example, a review of secondary research alone may allow the researcher to achieve the research objectives” (Bush, 2012, p. 49).
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