Question
Q1 (30 marks) MRF is a research agency famous for doing exploratory research. It received three research enquiries from a client. Depending on the case
Q1 (30 marks)
MRF is a research agency famous for doing exploratory research. It received three research
enquiries from a client. Depending on the case situation, suggest an appropriate exploratory
research method(s) for the projects with appropriate questions/statements/wordings
/scenario/execution details.
Client's Background: Sweet Yoghurt is a yoghurt drink shop. It produces various types of
yoghurt drink for consumers in Tsim Sha Tsui. It has THREE research
enquiries for its marketing strategies.
Enquiry 1: It needs to explore new cake flavours from the teens market. One exploratory
research is needed that allows interaction and discussion among the teens
during the data collection process. A total of TWO questions is preferred. A set
of execution guideline is also needed.
Enquiry 2: It plans to design a print ad with one tagline for its newly developed product -
Double Kiwi Yoghurt. This product is made up of gold kiwifruit, green kiwifruit,
and yoghurt milk. The print ad idea is to show the new product drink with
related fruits around, plus the tagline. TWO exploratory research methods are
required that one for generating comments on the print ad idea and another
one for the tagline. For the tagline research, a total of THREE statements with
instruction is needed to address consumer's feeling towards the new product.
Enquiry 3: It proposes to launch a promotional campaign to stimulate sales when
consumers order at its counter. During this short period of purchasing time, it
wants to know how "buy-two-get-one-free", "buy two get a free snack" and
"buy one get 20% off for another order" would influence their purchase
decision of a yoghurt drink.
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