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4 pages/β‰ˆ1100 words
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Style:
APA
Subject:
Business & Marketing
Type:
Essay
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English (U.S.)
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Topic:

Designing an Appropriate Marketing Research

Essay Instructions:

Case 1
Objective: Select the appropriate research design.
You have just graduated from college and are a newly hired researcher trainee at Georgia Metro Research. You have been asked to determine the appropriate research design for two new clients, as follows.
Client A is a consumer packaged goods manufacturer with a well-established brand name. The client has focused on manufacturing and distribution for years while the marketing program has been set on “auto pilot.” All had worked fine, though there was a hint of emerging problems when, in the preceding year, market share had fallen slightly. Now, our client has just reviewed the current market share report and notices that over the previous 12 months, its share has gradually eroded 15 percent. When market share falls, clients are eager to learn why and to take corrective action. In these situations we know immediately the problem is that we don’t know what the problem is. There are many possible causes for this slippage. You need to determine the research design needed.
Client B is in a very competitive category with equal market share of the top three brands. Our client is convinced that it has changed every marketing mix variable possible except for package design. Since the three competitive brands are typically displayed side-by-side, the client wants us to determine what factors of package design (e.g., size, shape, color, texture) cause an increase in awareness, preference for, and intention to buy the brand. What do you recommend for the appropriate research design?
1. What research design would you recommend for each of these clients?
2. For the research design you selected for each client, explain why you believe your choice of design is the correct choice.

Essay Sample Content Preview:

Market Research
Student’s Name
Professor’s Name
Affiliation
Date
Market Research
Case Study 1
Research Design for Client A
There are different research designs such as correlation, experimental, review, and descriptive. For Client A I would recommend the descriptive and review research designs. Descriptive reach design will allow the client to collect, analyze and present the data they collect from the research (Vadapalli, 2021). Descriptive and Review research designs are the most suitable for Client A because there should be an in-depth analysis of why the shares have reduced (Vadapalli, 2021). This analysis will enable the client to fill the gaps therefore the client will be able to recapture their market share and position in the market.
A descriptive research design will help the client in several cases because the design involves the use of three components namely case study, survey and observation. The observation element will enable the client to look into previous trends which in this case is the one-year performance. This will enable the client to determine the gaps and how they can address the situation so that the gaps can be filled. The main issue facing the client is marketing. To solve this problem the case study element will come in handy. The case study will help the client determine what customers need and fill any gaps that are leading to the reduction in shares.
The review design can also be used by the client to look into past results of performance so that they can filter out the deficiencies they have in their strategy and issues and do away with them. The review design is suitable for client A because it is an evidence-based resource. In addition to that, since the performance results for the client already exist there it will be less costly for the client to review the performance results than to conduct new research. Time is also an important factor when carrying out research therefore with review design, the client will save more time because they will not need to conduct a new study.
Research Design for Client B
Client B has different requirements from Client B. This, therefore, means that I will recommend a different research design for Client B. For Client B I will recommend descriptive and experimental research designs. Experimental research design creates a relationship between the cause and impact of a situation. In this type of design, an individual observes the impact caused by the independent variable on the independent variable (Vadapalli, 2021). For instance, the client will use this design to monitor the impact of an independent variable such as changing the packaging on a dependent variable such as customer satisfaction or brand loyalty. As mentioned in the scenario presented, the client has done everything except change their packaging. The experimental research design will therefore enable the client to manipulate the independent variable which is changing the packaging (Vadapalli, 2021). The client will therefore observe the change it has on the dependent variables mentioned above.
These research designs will enable the client to find solutions to their problems. According to the scenario p...
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