2018 Winter

MKT1209 - MARKETING RESEARCH DESIGN

CASE STUDY - Future Oriented

In your assigned groups, answer the following questions on the case study below:

FutureNext is a small marketing consulting firm in Ottawa.It was started 5 years ago by its president Mr. Ron Ko. The company specializes in developing new products in the soft package goods industry.Walter George is the founder and president of OH SO GOOD! Candy company. He approached Ron recently with a request.It appears that one of the cooks at OSG! Has developed a new candy formula but they are not certain what specific type of candy product the formula could be developed into.

Please submit your answers to the professor once your group has completed the questions.

Case Objective:Consider the research problem, appropriate research design and appropriate research method for a new product development situation.

Case Questions

1. Outline the various research activities Future Oriented should follow in order to develop the final new product idea. 3 BROAD STEPS SHOULD DO.
2. IDENTIFY the research problem at every step of the new product development process.
3. Next, identify the research design appropriate for each step.
4. Finally, describe the research method most appropriate for each step in the development of the new OH SO GOOD! product, giving reasons for your choices.