For this exercise you need to go through the various information challenges and identify the most suitable market research approach it should use to help gather information. Henry’s Hometown Pizza has just hired you to do research to boost slumping sales as well as thinking about expanding the business. Where will you find the answers to the questions below. Briefly defend your choice.
You are supplied a list of possible research approaches to choose from.
1. Which research approach (from the list) should be used in each information circumstance?
a. The population around a new store it is thinking of opening?
b. The likely success of launching its new “super-chili pizza”?
c. How satisfied its customers are with delivery times and pizza quality?
d. How many customers would also order a salad if it was offered over the phone at the time of the order?
e. Why some people never buy pizzas from the organization?
f. Whether it should launch a new TV advertising campaign that uses athletes who eat pizza?
Your choices:
• Focus group with customers
• Focus group with both customers and non-customers
• Experimental research
• Sampling (what type)
• Mail survey
• Telephone survey with customers
• Telephone survey with both customers and non-customers
• Online survey

2. Are there situations where more than one research approach could be suitable? Why do you think that this would be the case? How would you select the best research approach in that situation?

3. What are the implications of using the wrong form of research design?

Answer rating: 100% (QA)

Q1a In this case Mail survey can be used because it will ensure that it will reach to each and every ... View the full answer