Case Objective:

This case presents students with three different situations where they must determine the appropriate types of research$/$research design.

Case:

Look into following three different scenarios:

Client $x$ from USA is a leading manufacturer in the health and wellness industry with a longstanding reputation. While the company has excelled in manufacturing and distribution, its marketing efforts have remained stagnant. Despite a slight decline in market share last year, the situation has worsened with a gradual erosion of $15\%$ over the past $12$ months. Identifying the root cause of this decline is crucial. As there could be various factors contributing to this issue, we need to devise an appropriate research design to uncover the underlying issues.

Next, Client $Y$ is a renowned producer of various organic food products distributed across multiple regions in Qatar. Marketing operations are decentralized into five regional divisions, each having autonomy over advertising strategies, predominantly relying on TV commercials. Although different ad campaigns have been experimented with, there has been no formal evaluation of their effectiveness. With the arrival of a new VP of Marketing, there's a keen interest in assessing the impact of advertising not only on the client's product sales but also on competitors' brands. To address this, we need a research design that outlines sales performance by SKU within each TV market and during each ad campaign period.

Lastly, Client Z from Japan operates in a fiercely competitive market with three leading brands sharing equal market shares. Despite extensive changes to various marketing variables, package design remains untouched. Given that the brands are typically displayed together, Client $Z$ is eager to understand how different elements of package design $($such as size, shape, color, and texture$)$ influence brand awareness, preference, and purchase intent. To tackle this, we must devise a research design tailored to evaluate the impact of package design on consumer behavior metrics effectively.

Describe what types of research$/$research design you would recommend for each client.

For each research design you$/$types of research selected for the three clients, discuss why you believe your choice of design isthe correct choice.