Objective: The objectives of this case are to identify appropriate exploratory research strategies for the situations described
Question:
Objective: The objectives of this case are to identify appropriate
exploratory research strategies for the situations described and to
consider factors in developing effective research methods, e.g.,
questionnaire, focus group, etc.
Scenario: Edward Jones is the only major brokerage firm in the U.S.
that exclusively targets individual investors and small businesses.
The company’s philosophy is to offer personalized services to
individual clients starting with a one-on-one interview. This interview
forms the basis of an investment strategy that provides a client with
income, growth, and safety. See website at www.edwardjones.com.
Imagine you are hired as a marketing researcher in a firm comparable to
Edward Jones. The CEO of the firm approaches you with the following:
1. Many people in minority groups, including African Americans, Hispanic Americans, Asian Americans, and Native Americans,
do not invest. What exploratory research can be done to
develop business with these minority markets?
2. Another group with low investment activity includes those who
stopped their education at the high school level. What factors
should the organization consider in designing focus groups
with these potential clients?
You make an initial plan to address the CEOs questions/concerns
incorporating the following:
Ethical considerations in Marketing Research
Focus Groups, Depth Interviewing, or Observation Method
Type of Likert Scale to use in questionnaire
What to consider as a primary approach in the scientific
method, e.g., what is the major research question? What do
you really want to know?
Auditing a business risk appraoch
ISBN: 978-0324375589
6th Edition
Authors: larry e. rittenberg, bradley j. schwieger, karla m. johnston