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Apr 26, 2024

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MKTG2113 WEEK FOUR TUTORIAL TUTORIAL LEARNING OUTCOMES: 1. EXPLAIN THE DIFFERENCE BETWEEN QUALITATIVE AND QUANTITATIVE RESEARCH IN TERMS OF THE OBJECTIVES, QUESTIONS, DATA COLLECTION, AND OUTCOMES. 2. SELECT APPROPRIATE QUALITATIVE AND QUANTITATIVE RESEARCH DATA COLLECTION METHODS TO CONDUCT MARKETING RESEARCH. 3. DESIGN A PROJECTIVE TECHNIQUE ACTIVITY ONE: SELECT AN APPROPRIATE QUALATITVE DATA COLLECTION TECHNIQUE Your team has been hired by Evergreen Essence; a non-alcoholic, organic certified beverage brand committed to fair trade practices. Currently, their products are showcased at festivals and farmers markets, and there is a strong desire to expand into liquor stores and bars to enhance market visibility and generate substantial revenue. Evergreen Essence has successfully introduced a non-alcoholic gin and vodka to the market; however, they want to broaden their product portfolio. The goal is to create a diverse range of alcohol-free pre-mix cocktails, alcohol-free ciders, and craft beers, to cater to evolving consumer preferences. Develop a qualitative data collection approach for Evergreen Essence so that they can understand the consumer market and whether the introduction of these new products will be a success: 1. Create two marketing research objectives. - To understand consumer preferences: gain insights into consumer preferences, attitudes, and behaviours regarding non-alcoholic beverages. This objective aims to identify the specific tastes, flavours that appeal to target market. - To assess market acceptance: determine potential market acceptance and demand for Evergreen essence’s proposed new products in liquor stores. This is to evaluate the likelihood of success for these products in new distribution channels and identify any barriers or challenges. 2. What qualitative research technique would you use to collect your data (in-depth interviews, focus groups, projective techniques). Why would this be appropriate? - Focus group: allow for interactive discussions among participants, facilitating the exploration of diverse perspectives, opinions. This method enables researchers to get a deeper understanding of consumer preference.

3. Create at least three examples of questions that you could ask your participants to collect this information. - What factors influence your beverage choices when you visit a liquor store? - What are your thoughts on non-alcoholic alternatives in the beverage market, such as pre-mix cocktails, alcohol-free ciders? - If Evergreen essence were to introduce new non-alcoholic pre-mix cocktails, what specific flavours designs would appeal to you the most? - What are your non-alcoholic products that you tried before? - What products you want to see on our product range? ACTIVITY TWO: DESIGN A PRO JECTIVE TECHNIQUE Hogs Breath Cafe is concerned about the shifting attitudes and feelings of the public toward the consumption of red meat; however, the CEO for Hogs Breath Cafe thinks that the “red meat” issues are not that important because his restaurants also serve seafood, chicken, and vegetarian options. Select a projective technique (e.g ., word association, sentence completion, cartoon test or ZMET) that you think would be appropriate in collecting data for this situation. 1. Why do you believe that this projective technique will be appropriate? - it can reveal subconscious thoughts, attitudes, and feelings that individuals may not express directly. Since the CEO of Hogs Breath Cafe seems to downplay the significance of the "red meat" issues, word association can help uncover underlying perceptions and concerns about meat consumption, including red meat, among consumers. It can provide insights into the broader societal attitudes toward meat consumption, which may impact the restaurant's overall image and customer preferences, regardless of its diverse menu offerings. 2. Explain how the projective technique will be conducted (e.g., if using a sentence completion task what sentences would you provide?). Word association task: Participants will be presented with a series of words related to meat consumption, including red meat, beef, pork, chicken, seafood. They will then be asked to respond with the first word that comes to mind when they see each word presented. For example: - When you see the word “red meat” what is the first word that comes to your mind? - Participant’s response: health, sustainability, protein What comes in people’s mind when people see Hogs breath café

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