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?

Answer rating: 100% (QA)

This assignment is aimed at addressing the factors to consider when developing an effective research method ethical considerations of research and discuss the explanatory research that need to be done ... View the full answer