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These studies can be beneficial in providing direct human responses, and though such data is not appropriate for statistical analysis, it can provide tremendous insight into the feelings of the average consumer and lead to some creative new ideas (Tutor2u). Surveys could also be sent out or even included in product packages to determine tastes and satisfaction levels, and even advertising awareness and response (Tutor2u). The drawback to such research is that both surveys and panels will only return a handful of responses at a time, and tastes may range greatly between individuals and regionally, making it necessary to conduct many panels over all of the regions which it's Popcorn Time! Wishes to sell to. Still, the benefits of this type of research -- true human insight into the consumer's wants -- far outweigh the limitations.
Some qualitative methods I would employ when conducting research for it's Popcorn Time! would include an examination of the current gourmet snack food market as a whole, to determine the current market size of the industry and it's Popcorn...
Segmentation analysis -- the tracking of different segments of the consumer population over time -- can also be very useful in tracking the popularity of a product and the efficacy of advertising (Tutor2u). The limitations to quantitative research are mainly found in the time it takes to conduct the research, which makes it costly and can also make it difficult to keep information and conclusions up-to-date (Tutor2u). Tracking quantitative data over time, however, is necessary to determine future courses for a product, company, and its advertising.
References
Introduction to market research." (2009). Allbusiness.com. Accessed 27 January 2009. http://www.allbusiness.com/marketing/market-research/1286-1.html
Marketing research." (2009). Knowthis.com. Accessed 27 January 2009. http://www.knowthis.com/tutorials/principles-of-marketing/marketing-research.htm
Marketing research." (n.d.) Tutor2u.net. Accessed 27 January 2009. http://tutor2u.net/sub_marketing.asp
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