Baskin-Robbins

Baskin-Robbins

Introduction

Marketing research is very essential to all organizations because it enables them to make informed decisions (Kolb, 2008). Consequently, the decisions help the organizations to improve or maintain good performance in the market in relation to their competitors. This paper will be divided into three parts-introduction, body and conclusion. The purpose of this paper is to examine the appropriate market research design for Baskin-Robbins, the type of secondary and syndicated data required and the means to determine how useful the secondary data is in solving the market research problem.

Qualitative research design should be used in this research because it is best suited to provide the researcher with an understanding and insights regarding the perceptions and attitudes of Baskin-Robbins’ customers towards the new stores designs and logo. The marketing research problem undertakes to find out if it is necessary to change the company’s logo. Using secondary data, the researcher representing the company can explore the results of other companies that have changed their logos. Secondary data can demonstrate the effects of changing the logo on performance of companies and how the customer base is affected. By using a focus group of Basking-Robbins’ customers, the researcher can be able to get the real feelings and attitudes of customers about the change of store design and logo. Moreover, comparing the results from the focus group and secondary data will lead to an informed interpretation of data and conclusion of the research.

Syndicated and secondary data is usually obtained for solving other problems related to the research problem in Basin-Robbin case. Therefore, results in these types of data are helpful in giving insights about expected results of changing Baskin-Robbins’ logo. Syndicated data about surveys done on topics such as economics psychology can provide guidance to the researcher on the possible psychological effects that customers may experience due to the change of logo. Moreover, syndicated data obtained from studies of the relationship between customers’ emotional attachment to a brand and buying behavior can be used to illustrate the possible outcome of changing the logo. Changing the logo may alter customers’ perception of Baskin-Robins brand, which may ruin their emotional attachment to it. Consequently, the customers may opt to purchase products from competitors, which may ruin Baskin-Robins’ performance. On the other hand, secondary data obtained from journals of consumer research, marketing and advertising research can help the researcher to interpret the data collected from focus groups and customers interviews more objectively and meaningfully.

Any secondary data used in any research must be meaningful and appropriate to the research question being addressed (Proctor, 2005). As such, before applying any data to solve research questions, researchers should determine the appropriateness of the data using specified criteria. To determine the usefulness of secondary data to be used in addressing the research problem, several criteria will be used. One such criterion is methodology and specification, which include the method of data collection and the quality of data. The method used to collect the secondary data should lead to acquisition of appropriate data to the research question. For instance, using secondary data that was obtained from focus groups and interviews would be appropriate to the research question because the primary data will be collected using a similar method. As such, the researcher will be able to compare the secondary data and the primary data obtained from the field for analysis and conclusion. Another criterion for assessing secondary data usefulness is accuracy and error. This assessment should be done by comparing different sources of data and closely examining aspects such as the time lapse between data collection and publication. The objective for which data was collected should be examined because it will determine how relevant the data is to the research question. Dependability of secondary data should be assessed to ensure that it was collected and analyzed with expertise, and that the source is trustworthy. To fulfill this criterion, secondary data is obtained from an original source instead of an acquired one.

Conclusion

In conclusion, qualitative research design is the most appropriate in carrying out a market research about attitudes of consumers towards changing Baskin-Robins’ Logo. Syndicated data about economics psychology helps to predict the possible outcome when customers’ emotional attachment to brand is destabilized. On the other hand, secondary data from marketing, consumer research and other field provides a basis for understanding consumer behavior. Consequently, the researcher will have a better understanding of the primary data owing to the insights from the secondary data. Secondary data’s appropriateness to the research question should be evaluated based on methodology and specification, error and accuracy, the objective for which data was collected and its dependability. It is clear that market research is a critical component of decision making. Decisions that are guided by information from market research are justified and stand the test of time. Moreover, a properly conducted market research can be a source of a company’s competitive advantage, which drives strategy.

 

 

References

Kolb, B. (2008). Marketing Research: A Practical Approach. California: SAGE.

Proctor, T. (2005). Essentials of Marketing Research. New York: Financial times Prent.Int.

 

 

Last Completed Projects

Are you looking for a similar paper or any other quality academic essay? Then look no further. Our research paper writing service is what you require. Our team of experienced writers is on standby to deliver to you an original paper as per your specified instructions with zero plagiarism guaranteed. This is the perfect way you can prepare your own unique academic paper and score the grades you deserve.

Use the order calculator below and get started! Contact our live support team for any assistance or inquiry.

[order_calculator]