Question

Assume you are a manufacturer of small kitchen electrics, and you want to determine if some innovative feature designs with unusual shapes and colors developed for town up –scale household dwellers could be successfully marketed even in the neighboring countries.

1. What qualitative research would you recommend and why?                [10 Marks]
2. Distinguish between structured, semi structured and unstructured interviews.                                                                                               

                                                                                                               [10 Marks]

Answer 1

Category	Option
Heading	This research is being carried out for a manufacturer of small kitchen electrics, in order to determine if some innovative designs with unusual shapes and colors developed for the European market could be successfully marketed in the U.S. market.
Screening Requirements	The recruits should meet the following conditions: 1. Should be a resident of US 2. Aged between 20 to 50- male/female 3. Should be a homemaker/active in kitchen 4. Should be willing to participate and should be able to able to express opinions clearly 5. Should be able to communicate in English fluently as the focus group discussion will be in English
Identity Information	The recruits should provide their name, address, email, contact number in order to have their information stored.
Introduction	The focus group discussion has members from all across the country of US and have all gathered here to discuss on the prospects of launching some new and unusual designs for small kitchen electrics in the US. These innovative designs have already been a great hit in Europe and before we launch these designs in US, we want to understand what the people think about it.
Security Questions	1. Is this your first appearance in any focus group discussion? 2. Have you heard about this company and its prospects before? 3. Do you work or have you worked in any of the companies manufacturing small kitchen electrics? 4. Do you have any relative/friends working in any such company?
Demographic questions	1. What is your age? 2. What is your gender? 3. What is your ethnicity? 4. What is your occupation and how often do you cook? 5. what is your family income? 6. How many of your family members are employed?
Product/Brand Usage/ Purchase questions	1. Have you used a kitchen electric appliance? 2. How often do you purchase a kitchen electric appliance? 3. Which is the company you most often buy from? 4. Have you heard or used the product of "X" company? 5. What kind of designs/colours you mostly prefer while buying a kitchen electric appliance?
Lifestyle Questions	1. How has been your experience while deciding to purchase any electric appliance? 2. Who all are the deciding members for any purchase in the house? 3. What are usually the steps you take when you want to buy a new electric appliance or anything for that matter?
Attitudinal and Knowledge questions	1. What is your opinion on the new age technology in the field of kitchen appliances? 2. How important do you think is the look of any appliance you buy? 3. What all brands do you know of in the field of kitchen electric appliances?
Articulations and Creative questions	1. Who do you think make better house makers- Men or Women? Justify. 2. Marketing beats technology. What your views?
Offer or termination	Offer- We are interested in understanding your point of views to better conduct our research. We will be conducting a small focus group discussion with few other participants. You have to participate in the following activities as part of this research: 1. A 1 month long online survey which you have to fill up once a week and answer all the questions honestly. 2. Post the survey, a focus group discussion will take on April 13th at a venue (details will be shared via email) where you will discuss some of the agendas with fellow participants. You will be rewarded an amount of $300 for your support in the research. Please confirm if you are willing to participate in the research by sending your acceptance on [email protected] Termination- We regret to inform you that the quota for our research is full (OR you don't fulfil the criteria set by the recruiter). Thanks for your time and support.

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