Joocy sells juice available in frozen concentrate and is looking to obtain insights as they develop their 5-year strategic plans for growth. It will be important to identify the key customer segments to target in the market that will then be used for strategic branding and marketing efforts.  They are also interested in doing some market research to better understand what Canadian customers are most interested which will be used to guide product innovation.   More specifically, they would like to do some research:    

To identify who is most likely to buy frozen concentrate juice, overall and from Joocy  To identify and measure the importance of features important to buyers of frozen concentrate juice (measure the importance of different attributes to determine which aspects are most important to current and potential customers) Price, Flavour, Health Benefits, To measure which features are more or less important to different types of customers (measure the importance of different features and identify significant differences in importance across different customer segments)  To measure satisfaction with benefits consumers, expect to identify underserved consumer needs. (How satisfied, What could be improved) To measure perceptions of Joocy as a brand, and 2 existing brands, to identify strengths and weaknesses. 

Prepare 15 to 20 marketing survey questionnaires for the above scenario by including an introduction, screener, main questions, and profiling.

Answer rating: 100% (QA)

To address these research objectives Joocy could use a combination of qualitative and quantitative r... View the full answer