Question

In: Operations Management

Suppose you are conducting market research for your favorite brand. Sales have been lagging for two...

Suppose you are conducting market research for your favorite brand. Sales have been lagging for two quarters, and you are determined to find out why. You decide to host an in person focus group to gain customer insights into your brand’s current product offerings. You are also interested in obtaining feedback on a new product that your brand plans to launch in the next six months. Determine the makeup of your focus group. Who should be invited to the focus group, and why? What types of information would you want to obtain? Identify possible questions to present to the focus group.
Conduct an online search to learn more about the marketing research industry. Develop a presentation describing the variety of jobs in the marketing research field along with the compensation for those jobs. Create a graphical representation to communicate your findings.

Expert Solution

The brand that I have taken is food brand which I have ate many a times and fallen in love with. Name of the brand is ‘Burgeria’. They have a range of burgers, sandwiches, fries and smoothies which would go well with the burgers.

Recently I saw that there was no much sales happening in the outlet as I was a regular customer and inquired about the same for which I did not get an appropriate answer. As a person interested in marketing and working in the same I decided to do a study regarding the same.

I also came to know from the outlet and its founders that they are also going to launch a product which was a burger with grilled and smoky burger patty. So I decided to form a focus group for conducting the study regarding the same into which I invited some selected people in such a manner that the group will include all type of people required to make a valid study.

The people included generally included the following;

- 2 food bloggers (1 love it and the other one is against) who have visited here several times as they will know the products and would be able to provide insight regarding everything they have ate or tried.

- 2 people who were against this brand in order to understand why they are against the brand.

- 2 people who were the lovers of the brand so as to compare as a common man what they see in this which makes them love the brand.

- 2 food enthusiasts who are also chefs and have tried all other products available in the town so as to get an idea regarding the quality check of the food and if they are lacking something out there or if they can be rated the best.

The possible information that i would want to get out of all these people whom I have gathered into my focus group would be why the people who are talking for the brand love this brand. For this discussion I would divide their range of products into 3 division which would be an economy-mid-premium ranging products. And then divide the people also on the basis of the products that they have tasted.

The questions would be:

1. What makes them love the brand?

2. What makes them go against the brand?

3. Which products are the best according to them?

4. IS the pricing pattern higher when compared to the quality of the products?

5. According to the chefs is the ingredients used fresh and good quality?

6. Are the economy range products of the brand a grab when compared to MacDonald’s?

7. What made the blogger vote down the brand and what made the other one vote up for the brand?

8. Where they invited by the owners or they did it as a review video?

The different jobs in marketing research field are as follows:

- Marketing analyst

- Marketing Specialist

- Social Media Manager

- Search Engine Optimization Specialist

- Email Marketing Manager

- Web Content Writer

- Web Producer

- Product Manager

- Chief Marketing Officer

- Digital Marketing Manager

- Digital Marketing Director

- E-Commerce Manager

All these positions earn a pretty good compensation and also earn a lot in the form of commission. This would range from $1000000 to $24000 on a yearly basis. This is only a range formed on a rough search regarding the same. And this might change from company to company and also according to the experience they hold.

keosha answered 1 year ago

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