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Different Types of Research

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How might you use different types of research (focus groups, observation, survey, and experiment) to forecast market reaction to a new kind of disposable baby diaper? Consider that this product is to receive no promotion other than what the retailer will give it, and the product will be offered at a competitive price. Assume the new diaper's name will not be associated with other known products.

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Solution Summary

Research methods typically fall into four categories: focus groups, observation, surveys and experiment. They all vary in factors such as time to conduct and evaluate the research data; along with the overall cost to initiate the research. Which research type will produce the best results often depends on the product and data desired. This solution utilizes a marketing scenario to discuss the four types of research and includes over 400 words.

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Focus groups would be utilized to obtain data on how current disposable diaper consumers shop. By meeting with these consumers, information on buying habits can be obtained. Consumers can be asked about which factors impact their buying decisions the most; such as the name brand of the diaper, price and even packaging (cardboard box versus plastic wrapping that can impact storage). This data can be used to best position the new brand. If, for example, the focus group states that brand and price are most important in their buying decision; the recommendation could be made to retailers that they place the new brand on ...

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