Why You Have Used Specific Research Methods To Identify Target Markets

As for our market segmentation the concentration will be on teens, young adults, and parents. Since teens don’t typically cook a lot we believe that there should be a chance for success in this area because we are offering quality products at a cheap price. The same could be said about the young adults as they could be new into the work force and looking to get the most food for the price and this is something that we will be able to provide for them. With all of this being said our main focus will still be with parents and families. This is because we want to gain customers at a young age and hope to maintain these customers for the period of their entire lives. If our business is able to obtain life-long customers it is sure to be a success and this is what we are looking for with our business.

It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience).

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When deciding on your target market you have to realize that you aren’t going to appeal to everyone, people have different tastes and interests. Trying to appeal to everyone is a plan that will bring failure rather than success. When figuring out who your target market will you have to consider the type of food

Flexible and inexpensive, focus groups consist of six to ten participants (Hartman, 2004, p. 408). Additionally, a moderator guides the discussion among its panel members that allows researchers to observe real-time verbal responses and nonverbal cues (Hartman, 2004, p. 402; Cooper & Schindler, 2014, p. 160). Focus groups moderators also have the ability to introduce new ideas to gain a greater understanding of concerns from respondents (Hartman, 2004, p. 402). However, a concern with focus group is the lack of anonymity due to the face-to-face participation.

The research design developed by Ann banks and her team were good but it lacked a few things. Firstly the focus group should include more diverse group of demographics i.e. men only and female only group. In this way, a lot of diverse ideas will come to surface which will help in understand the customers effectively. Secondly the stereotype associated with the Italian food that it is meant only for the use by families can influence the opinion of focus group. This can be eliminated by psychological influencing the people in order to get better results.

Focus group: a small interview of people who are brought together to discuss a particular topic.

M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations. Looking back at the market research methods that could be used to collect information, methods such as questionnaires/ survey, observation, focus groups, experimentation, internet, website monitoring etc. I am going to select 3 primary and 3 secondary methods of research from the ones I have written about. I have chosen 3 primary researches which are: •

A Focus group is defined as a research technique that collects data through a group interaction, on a given topic from the researcher. Along with this definition are some essential components. Firstly, it states that, focus groups are research methods devoted to data collection. Secondly, it signifies the interaction of group discussion as a source of data. Lastly, it acknowledges the active role of researchers in establishing the group discussion in order to collect data (David, 1996.p.130).

My focus group will be highschool and college students with an emphasis on those who are in the junior class of both institutions. I will take a small sample of each student group and the educators who are responsible for them. I intially planned on studying only highschool students but in my collection of

Carson et al (2001, p.114) refers to focus groups as “A research technique that collects data through group interaction on a topic or topics”. They also suggest that the central distinctive characteristic of focus groups is group interaction, which generates a mass of data, which would be

During a focus group, there are different ways in which the research can be conducted. For example, the most standard way of conducting a focus group is through interview questions. During a study about communication through music, the researcher could ask questions such as what genres to the participants listen to? And how does their choice of music

* Check for ambiguity in wording the question – can respondents interpret the meaning of words differently?

A small group of people, considered to be representative of the target segment, invited to openly discuss products or issues at their leisure time in a relaxed environment. (Market Intelligence) This method is useful in providing a qualitative data. It is inexpensive to conduct, it

First is focus group method, focus group is defined as a group of individuals providing information in a structured format. A moderator leads the group of about 8 to 14 participants through an open, in-depth discussion rather than simply asking questions to solicit participants’ responses. The group is stimulated by comments from other group members in creatively conceptualizing and developing a new