Question

Market Research Case Study Analysis

Describe a business situation in 175 words where market research can influence decision making.

Select three research methods from the following list:

• Primary
• Secondary
• Qualitative
• Quantitative
• Mixed

Analyze each selected research method in 175 words as it relates to your selected business situation.

Research Method	Analysis as related to business situation

Compare the use of observational versus experimental research for the business situation in a total of 350 words.

	Pros	Cons
Observational Research
Experimental Research

Explain in 175 words which type of research method would work best for the selected business situation.

Answer 1

Market research is very important which can influence decision making for any organization. Let us consider an organization which makes variety of toothpaste for different customer segment like value tier, premium tier, sensitivity segment etc. The company is a leader in the oral care segment and wants to come up with a new variety which is basis the customer feedback. They carry out the research and get to know that there is a perception in the mind of consumers that the company’s toothpaste has high sugar content as it tastes sweet due to which diabetic patients have reluctance to use their product. Basis this feedback, consumer insight members team with new product development team and plan to launch diabetic toothpaste which will have no sugar content and will have ingredients which will suit the need of customers above 40 years of age as they are mostly diabetic. Thus, a market research on new product development help to give critical input to the company and launch a product which is as per consumer demand.

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