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Here Is One Possible Answer

The client wants to know how people in the community view the competition and their offerings as they are opening a new upscale restaurant focusing on duck, squab, and other poultry dishes. One colleague recommends a survey for representative data while another recommends qualitative research for insights into the market to help with advertising strategy. The document asks to review research tools and recommend the best approach for this new product launch.

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Marium Raza
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63 views1 page

Here Is One Possible Answer

The client wants to know how people in the community view the competition and their offerings as they are opening a new upscale restaurant focusing on duck, squab, and other poultry dishes. One colleague recommends a survey for representative data while another recommends qualitative research for insights into the market to help with advertising strategy. The document asks to review research tools and recommend the best approach for this new product launch.

Uploaded by

Marium Raza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Task 20-10-2021

You have been hired to develop and conduct a research study for a new upscale restaurant chain
coming into your community. Your client wants to know how people in the community see the
competition and what they think of the restaurant’s offerings. It uses an unusual concept that focuses
on fowl—duck, squab and other elegant meals in the poultry category. A specialty category, this would
be somewhat like a seafood restaurant. One of your colleagues says the best way to do this study is with
a carefully designed survey and a representative sample. Another colleague says, no, what the client
really needs is insight into the market; she believes the best way to help the client with its advertising
strategy is to use qualitative research. Review the strengths of the various research tools and match
them to this new product launch. Be prepared to present your recommendations in a class discussion.

Here is one possible answer:

Quantitative research delivers numerical data such as number of users and purchases, their attitudes
and knowledge, their exposure to ads, and other market-related information. While it is valuable when
quantifiable data are needed, qualitative research is probably the best approach here because it
provides insight into the underlying reasons for how consumers behave and why. In this case, we need
to know more about consumer food preferences in a restaurant setting.

Qualitative research is also preferable here because it is used early in the process of developing an
advertising plan or message strategy for generating insights, as well as questions and hypotheses for
additional research.

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