Types of exploratory research designs Essay Example for Free

Types of exploratory query designs examine2. What type of exploratory look for designs would you show for each of the following details? Justify your answers using specific illustrations and examples.a. The research and phylogeny director of Louis Vuitton call downs a new type of cologne for men that could be promoted by tennis celebrity Marat Safin.b. The General Manager of Thai Spices Restaurant in Hong Kong wishes to offer customers two new and excite dinner items that would be a blend of fresh durians, herbs and chicken. c. A retail manager would like to go to sleep the popularity of a new brand of dishwashing detergent produced by Proctor and Gamble.a) In developing a research design for this special(prenominal) situation, it would first be a consideration that Louis Vuitton is not an established burden in the fragrance market. Vuitton must enter this field relying on the transfer of its superb reputation in current areas of production to the new endeavour.Can the product be winnerful? Using the Case look at Method would be suitable in answering this question. It whitethorn be advisable to explore the success of other(a) companies who have attempted similar campaigns. For example, Tommy Hilfiger (another fashion designer) has attempted and succeeded in entering this market. It would be worthwhile to analyse the past successes and failures of similar companies and use the information in developing the new product.In the work on headway stages of research it would be effective to use focus assemblage interviews to gauge consumer answer to the product and its future face of endorsement. It must be determined if potential customers feel they would be drawn to buy a fragrance created by Vuitton and what characteristics are big in influencing their purchasing decision (eg. Price, Packaging, Place and Promotion). It would be important to determine how the consumer feels about the promotion of the product by Marat Safin.Itis quite possible fo r example, that the participants of a focus root may feel that the luxurious, prestigious image of Louis Vuitton may slightly clash with the athletic image of Safin. In which case it would be advisable to use the young, attractive, marketable celebrity image of Safin to promote the product and make no link to Safins tennis career. Examples of this fuel be seen in the promotion of Tag Heuer watches by go under Philippoussis. In advertising the products there is no connection made between Mark and tennis. It must too be noted that time must be taken to discuss the peculiar(a)s of the product itself as products cannot stretch out on endorsement alone as displayed by the past failure of Michael Jordans cologne.Projective Techniques such as a Thematic Apperception Test (TAT) may be reusable to use during the focus group(s). Various visual presentations of Safin and/or the cologne can be made to the participants and feedback can be used in further research and development. As the product research matures and the target audience is now more defined, it would at this stage mayhap be beneficial to conduct depth interviews with potential future customers to allow for more direction for the development process.b) The General Manager would benefit from first conducting several experience surveys. Asking informed experts about this particular research problem would be in of import. It must first be established that the recipes are possible and matched with the restaurant. Interviewing the head chef regarding this matter should answer such questions. It may then be advisable to ask other chefs from other restaurants for their thoughts and feedback on the matter. For example, durians are notorious for smelling terrible this factor may lead chefs to suggest the ingredient to be quite unpopular. Finally, if the research process gets this far, it would be advisable to survey the most pendent experts of all the customer (who is always right and is also the most qualif ied when it comes to assessing their own appetites).If the experience surveys suggest the addition to the menu to be acceptable it may then be advantageous to gauge consumer reaction before investing large sums of time and money into the project. This may be done with a plain observational study. For example, offering free samples of the food in question to existing customers will provide valuable insight into popular opinion.c) To gain a better, in-depth appreciation of the selling environment or consumption behaviour with regard to the new brand of detergent it may first be logical to examine every available secondary data. Analysis of such data may give a very tidy up indication of the brands popularity. As the product is already in circulation, sales information and other related figures may be extremely useful in determining the brands current market status.Experience Surveys may probe effective in this situation as well. There are many opportunities for experience surveys in this particular marketing problem. Anyone from a company executive to a product merchandiser can provide useful experience and knowledge that can benefit the research. Management can be probed for information obtained overseeing the overall execution of selling the product, whilst sales representatives can be questioned about their experience in dealing with front-line sales. Buying trends can also be measured by interviewing individuals outside the organisation such as wholesalers and retails who can provide very accurate information and figures regarding popularity (ie. sales).Focus groups can also be used in this situation to measure consumer reaction, indeed focus groups are used in the greater majority of all marketing research. As usual the focus group allows the discovery of new ideas, consumer insight, and hidden motivations. A focus group provides direct, undistorted communication from the consumer to the manufacturer. Thoughts and feelings regarding attributes such as the detergents price, quality and general image can be enter and used in further development if deemed necessary.REFERENCESDavid Eccles School of Business Online, Available http//www.business.utah.edu/pmkthl/5 2004, Apr. 14McDaniel, C. Gates, R. 2002, Marketing Research, mho Western, CincinnatiZikmund, W. G. 2003, Exploring Marketing Research, South Western, Mason