34 Chapter 1: Introducing Marketing Research Case 1.1 Choosing a Marketing Research Company Sue Evans is the Marketing Director of Jones & product development process for other products Jones, a large Canadian soft package goods manu- in the company. The most successful new produces facturer. One day last week, she was approached by were the ones developed on the basis of consumer Ajay Rupinder. Manager of Operations. It seems research at every stage that one of his laboratory technicians has come up with a new formula that could be used for washing Idea generation in stage 1 hair Beore investing money in developing this for- Screening and evaluation in stage 2 mula, Sue wanted to see if there was an opportu Business analysis in stage 3 nity in the marketplace for a new shampoo, and if Development of the idea in stage 4 there was, she wanted further to discover what the Market testing in stage 5 new product should look like to appeal to the tar- Commercialization in step 6 get audience, find out what would be a good name for the product, discern what price the target mar- ket would be willing to pay Tor it, figure out the Questions 1. How should Sue proceed with the new prod. best strategy for distributing the new product, and develop a communications plan that would elf- uct development process? What role could Bob take in this? ciently and effectively introduce the new product to the target audience, 2. Identify which marketing research studies would be most appropriate for each stage of Within the marketing department that Sue the new product development process giving manages is a marketing research coordinator, Bob reasons for your selections. Check Table 1 James. Although Bob is a highly trained marketing researcher, he has only two staff members report- page 11 ing to him Sue would like to involve him in her 3. Examine the Buying Research page of the MRIA website. Which marketing research quest to develop this new product Sue has been the Marketing Director at Jones companies do you think could help Sue reach & Jones for 10 years and has managed the new her goal and why? Anru had both technology a worked for at in creating medium-sized with the local for writing an per about ne the paper rec into a writin moted to edi newspaper often sociali One thit a desire to dabbled wit among the had had an cant intere potential needs. Two successful seven year As the of watchi Sarah sug Tue been heen wat targeted pass all subscrip each yea younger Case 1.2 YOUR INTEGRATED CASE ever I h actual But wh Student Life E-Zine replied been undir their Sarah Stripling. Anna Fulkerson Wesley City University was located: Sarah worked for a Addington, and Don Cooper were good friends large firm that published books and periodicals who had met while students at City University All including magazines targeted e special market four graduated with majors in marketing five years segments ranging from seniors seeking van ago and ound careers in the same city in which resorts to avid teenage teanis players. Wesley and insurance company would provide the replace received 10 proposals from various marketim ment cost for a new centre. The board members research companies. One company, Community Board members felt that if they could present a 2. What was the source of the problem? What process did the marketing researchers under take to ensure accurate problem identification? sive centre. They could even subsidize the operat- 3. What were the research objectives? What felt that they had a real opportunity to build a new Research Inc., provided a proposal that seemed research methods were proposed, and why? Oks later, the Not long ago. Centre burned to the ground as a result accident. Thankfully, no one was hurt in the fire. The The centres volunteer board learned that the several Quebec newspap centre that was modern and had more specialized satisfy the board's needs. as a gym and a hockey rink. 1. How was the board's problem stated? solid business case to the town, additional funds could be found for this new, bigger, more expen- ing costs of the new centre by asking for user fees. Case 2.2 AJResearch a large toy firm that Five years ago, when Allison James started her 3. Wild About Toys marketing research firm, she had no idea she enjoys surprising consumers with innovative would be working with so many clients at one new toys. They have developed an edible clay time. You are her new research assistant. She asks for children. Problem: Will parents want to you to review her five new clients to determine the purchase a toy that their children can also research objectives to each of their problems. The eat? five new clients and their marketing research 4. Jimmy Roberts wants to start a small catalogue problems are as follows: business that caters to new parents. He wants 1. Wired, Inc., an electronics firm, has developed to offer a variety of high-quality, higher-priced a new flat-screen television that will sell for items. Problem: So many different baby prod- one-third of the price of those currently on the ucts exist. Roberts needs to start with a limited market. Problem: Will there be enough product line. Which products should he start demand to offset the large fixed costs of his business with? retooling to make the new television sets? 5. The Better Butter company has spent many 2. Wacky Znacks, a large snack foods firm, has years researching and developing a butter made a name for itself with wild-flavoured product that the company believes is truly snacks like licorice cookies and jalapeo sun- superior to other butters on the market. flower seeds. Problem: They feel that cus- Problem: There is a plethora of butter products. tomers expect even wilder flavours. Wacky How can Better Butter package its product to Znacks wants to know what consumer reac- call attention to it while portraying the idea of tions would be to even more unusual flavoured a superior product? snacks (e.g., watermelon-flavoured corn chips and barbecue-flavoured chewing gum). Using the information above, determine the research objectives for each client. 34 Chapter 1: Introducing Marketing Research Case 1.1 Choosing a Marketing Research Company Sue Evans is the Marketing Director of Jones & product development process for other products Jones, a large Canadian soft package goods manu- in the company. The most successful new produces facturer. One day last week, she was approached by were the ones developed on the basis of consumer Ajay Rupinder. Manager of Operations. It seems research at every stage that one of his laboratory technicians has come up with a new formula that could be used for washing Idea generation in stage 1 hair Beore investing money in developing this for- Screening and evaluation in stage 2 mula, Sue wanted to see if there was an opportu Business analysis in stage 3 nity in the marketplace for a new shampoo, and if Development of the idea in stage 4 there was, she wanted further to discover what the Market testing in stage 5 new product should look like to appeal to the tar- Commercialization in step 6 get audience, find out what would be a good name for the product, discern what price the target mar- ket would be willing to pay Tor it, figure out the Questions 1. How should Sue proceed with the new prod. best strategy for distributing the new product, and develop a communications plan that would elf- uct development process? What role could Bob take in this? ciently and effectively introduce the new product to the target audience, 2. Identify which marketing research studies would be most appropriate for each stage of Within the marketing department that Sue the new product development process giving manages is a marketing research coordinator, Bob reasons for your selections. Check Table 1 James. Although Bob is a highly trained marketing researcher, he has only two staff members report- page 11 ing to him Sue would like to involve him in her 3. Examine the Buying Research page of the MRIA website. Which marketing research quest to develop this new product Sue has been the Marketing Director at Jones companies do you think could help Sue reach & Jones for 10 years and has managed the new her goal and why? Anru had both technology a worked for at in creating medium-sized with the local for writing an per about ne the paper rec into a writin moted to edi newspaper often sociali One thit a desire to dabbled wit among the had had an cant intere potential needs. Two successful seven year As the of watchi Sarah sug Tue been heen wat targeted pass all subscrip each yea younger Case 1.2 YOUR INTEGRATED CASE ever I h actual But wh Student Life E-Zine replied been undir their Sarah Stripling. Anna Fulkerson Wesley City University was located: Sarah worked for a Addington, and Don Cooper were good friends large firm that published books and periodicals who had met while students at City University All including magazines targeted e special market four graduated with majors in marketing five years segments ranging from seniors seeking van ago and ound careers in the same city in which resorts to avid teenage teanis players. Wesley and insurance company would provide the replace received 10 proposals from various marketim ment cost for a new centre. The board members research companies. One company, Community Board members felt that if they could present a 2. What was the source of the problem? What process did the marketing researchers under take to ensure accurate problem identification? sive centre. They could even subsidize the operat- 3. What were the research objectives? What felt that they had a real opportunity to build a new Research Inc., provided a proposal that seemed research methods were proposed, and why? Oks later, the Not long ago. Centre burned to the ground as a result accident. Thankfully, no one was hurt in the fire. The The centres volunteer board learned that the several Quebec newspap centre that was modern and had more specialized satisfy the board's needs. as a gym and a hockey rink. 1. How was the board's problem stated? solid business case to the town, additional funds could be found for this new, bigger, more expen- ing costs of the new centre by asking for user fees. Case 2.2 AJResearch a large toy firm that Five years ago, when Allison James started her 3. Wild About Toys marketing research firm, she had no idea she enjoys surprising consumers with innovative would be working with so many clients at one new toys. They have developed an edible clay time. You are her new research assistant. She asks for children. Problem: Will parents want to you to review her five new clients to determine the purchase a toy that their children can also research objectives to each of their problems. The eat? five new clients and their marketing research 4. Jimmy Roberts wants to start a small catalogue problems are as follows: business that caters to new parents. He wants 1. Wired, Inc., an electronics firm, has developed to offer a variety of high-quality, higher-priced a new flat-screen television that will sell for items. Problem: So many different baby prod- one-third of the price of those currently on the ucts exist. Roberts needs to start with a limited market. Problem: Will there be enough product line. Which products should he start demand to offset the large fixed costs of his business with? retooling to make the new television sets? 5. The Better Butter company has spent many 2. Wacky Znacks, a large snack foods firm, has years researching and developing a butter made a name for itself with wild-flavoured product that the company believes is truly snacks like licorice cookies and jalapeo sun- superior to other butters on the market. flower seeds. Problem: They feel that cus- Problem: There is a plethora of butter products. tomers expect even wilder flavours. Wacky How can Better Butter package its product to Znacks wants to know what consumer reac- call attention to it while portraying the idea of tions would be to even more unusual flavoured a superior product? snacks (e.g., watermelon-flavoured corn chips and barbecue-flavoured chewing gum). Using the information above, determine the research objectives for each client