Naresh Ltd is involved in the marketing of swimwear to the Trinidad and Tobago market. However the CEO Mr Naresh is considering extending the company’s line by introducing designer stretch jeans to the market. You have been asked to carry out exploratory research to determine if there is an opportunity for Naresh to extend its business and market these jeans to the Trinidad market. As exploratory research is primarily qualitative research: 1. Define qualitative research and state why you are using this type of research and not quantitative research. 2. You have decided to use focus groups in your research. Discuss the role of focus groups versus depth interviews in helping Naresh Ltd determine whether he should market the designer stretch jeans to the Trinidad market.

Naresh Ltd is involved in the marketing of swimwear to the Trinidad and Tobago market. However the CEO Mr Naresh is considering extending the company’s line by introducing designer stretch jeans to the market. You have been asked to carry out exploratory research to determine if there is an opportunity for Naresh to extend its business and market these jeans to the Trinidad market. As exploratory research is primarily qualitative research: 1. Define qualitative research and state why you are using this type of research and not quantitative research. 2. You have decided to use focus groups in your research. Discuss the role of focus groups versus depth interviews in helping Naresh Ltd determine whether he should market the designer stretch jeans to the Trinidad market.

Purchasing and Supply Chain Management

6th Edition

ISBN:9781285869681

Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson

Publisher:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson

Chapter6: Category Strategy Development

Section: Chapter Questions

Problem 7DQ

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