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Were the subjects giving their answers or the answers that the interviewers were trying to elicit? The lack of uniformity in the interview process makes that an impossible question to answer.
The focus groups themselves also had some basic problems. Besides being relatively small, they were not anonymous. In fact, each participant's name was recorded on a note card at the onset of the discussion. According to the case study, only the community school leader knew their actual identities, but their identities were not anonymous. Given the nature of this study, that was not a sufficient amount of protection for their identities. With regard to drug use and interaction, it would seem that the participants would want anonymity from this individual above all others. With that it mind, it seems clear that not all responses recorded were as honest as they might have been with the guarantee of anonymity. This is another factor that makes one question the utility of the research design.
The sampling plan has inherent flaws as well. By eliminating all of the population of Boston except for the small groups from the community schools, the results cannot be construed as representative of the population as a whole. It was clear from the beginning that previous information indicated that younger and younger children were becoming involved with or affected by drugs. Yet, in their infinite wisdom, the research group did not target anyone under the age of ten. How then were they going to determine the age bracket that is most influenced by drugs and the de-marketing of drugs? As one can see, the sample...
In fact, because they failed to accurately address the most representative batch of "customers" in the Boston area, there is absolutely no way they could effectively devise any meaningful contribution to the de-marketing campaign of drugs in the Boston area. In fact, almost everything they learned was already known. Therefore, the case study provides a great example of what types of flaws researchers should avoid when engaging in market research.
Reseach Associate Jennifer F. Lawrence prepared this case under the supervision of Professor V. Kasturi Rangan as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation.
Copyright © 1987 by the President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call [HIDDEN] or write Harvard Business School Publishing, Boston, MA 02163. No
part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means -- electronic, mechanical, photocopying, recording, or otherwise -- without the permission of Harvard Business School.
Reseach Associate Jennifer F. Lawrence prepared this case under the supervision of Professor V. Kasturi Rangan as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation.
Copyright © 1987 by the President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call [HIDDEN] or write Harvard Business School Publishing, Boston, MA 02163. No
part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means -- electronic, mechanical, photocopying, recording, or otherwise -- without the permission of Harvard Business School.
Marketing Research According to Green and Tool (1993) "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing." The main aim of marketing research is to enable the beneficiary to take some steps, some that may be risky, though with confidence hence the need for observing absolute objectivity. It is due to this need
Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010). With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer.
These include phone conference call groups, web-based groups; or as a substitute use telephone depth interviews. (You don't get the group interaction, but the results can be better than group settings.) Rule 3 - Request that the moderator use a non-directive approach. (A non-directive approach is one that constructs questions for the group that encourages participants to be free flowing with their descriptions) Projective techniques are often useful in easing participants
The authors also note however that poor statistics serve as a de-motivating force, and that service companies should try harder to emphasize the positives rather than the negatives associated with working in the services industry if they want to continue to capture quality employee's interest. Yet another problem with "service" in the service sector is "outsourcing." "Contracting out" (Postner, 1990) has long been noted as a primary problem in the
Marketing Planning This marketing plan details Itcorp's business model. It addresses the company's mission, policies, strategies and objectives to achieve profitability. Itcorp's integrated software and hardware solutions for healthcare providers are described at length, as well as objectives for the long-term. Our company Itcorp plans to begin operations starting in January 2006. One thing that is unique about Itcorp is how it got its start. In 1988, two partners, Max Renfield and C.L.
A Refreshing Vision: Fizzy Fountain�s Unique ApproachExecutive Summary of Fizzy Fountain�s Business Plan1. Company Overview: Fizzy Fountain focuses on revolutionizing the fruit juice sector by combining health-centric options with carbonation. The goal is to offer innovative, convenient, personalized carbonated beverages, maintain natural fruit essences, and redefine industry standards in flavor, quality, and sustainability.2. Strategic Focus: The company aims to cater to a growing trend towards healthier beverage options, leveraging advancements