Question

This case presents students with three different situations where they must determine the appropriate research design.

1. Describe what research design you would recommend for each of client.

2. For each research design you selected for the three clients, discuss why you believe your choice of design is the correct choice.

Answer 1

1. Describe what research design you would recommend for each of client.

a. All of these clients are in circumstances where using the correct marketing design will be necessary for them to be successful. For client A, we would recommend using the exploratory research. The main reason in doing so is because this client is unaware of the problem for why their market share is falling. Now for client B I would suggest using descriptive research because this way they can investigate the market information and get more detail information about their sales and the competitions sales as well. Finally, causal research would be the best option for client C to help them come up with a better packaging design.

2. For each research design you selected for the three clients, discuss why you believe your choice of design is the correct choice.

a. The reason that we choose to do exploratory research for client a is because this client doesn’t know immediately what the problem is. Client A doesn’t exactly understand why the market share of the company is dropping. By choosing exploratory research, this will help find the answer and get to the root of the problem. This process will allow the company to modify procedures along the way of the research.

b. The reason that we choose to do descriptive research for client B is because we need more specific data about their baked good products and also the markets. This client is trying to solve questions similar to who, what, where, when, and how.This will help answer who client B’s customers are, what brands they buy and in what quantities, where they tend to purchase these brands, when they typically shop for these brands, and how they are going to find out about the products. This is why descriptive research would be the best option for client B.

c. The reason why we choose to do causal research for client C is because this client is asking us to determine what factors of packaged design cause an increase in awareness, preference for, and intention to buy the brand. This is giving us independent and dependent variable to work with, leading to using causal research. We would be able to test an experiment to help us solve what will attract the customers the most.