Practical Management Science
6th Edition
ISBN: 9781337406659
Author: WINSTON, Wayne L.
Publisher: Cengage,
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- A research project has the purpose of evaluating potential brand names for a new alcoholic lemonade. What type of qualitative research would you suggest in the following situations? No word limit and no body structure.
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- Perform primary data collection yourself to investigate this phenomenon. Assemble a small focus group of Baby Boomer women. If you have trouble locating enough participants, perform an indepth interview with one Baby Boomer woman. Ask them/her about their/her opinion as to whether marketers are ignoring their segment. Using the Grace and Frankie example could be a good way to start the conversation. Ask them/her about how they/she feel(s) about being ignored (if that is the sentiment). Ask them/her what they/she would prefer marketers and advertisers do differently to better target Baby Boomer women. Write a brief summary of your findings.arrow_forwardHow important do you think it is to do research on the demographics of your audience?arrow_forwardHow should the researcher handle “don’t know” responses?arrow_forward
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