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.