Reference no: EM133356876

Assignment:

IMI did extensive secondary research and got adequate information for designing the questionnaire for conclusive research. However, they felt that the focus group discussion and in-depth interviews of the secondary research had not captured the Top Of Mind (TOM) customers' responses. According to IMI, TOM's responses accurately reflect customer behavior, so they decided to use some PROJECTIVE interviewing TECHNIQUES. What are "Projective market research techniques" to you (1-2 students to answer)?

1) Explain, according to the case, how the technique (TOM responses, test words, 'set of seven words', sentence completion, etc) can be helpful? (one-two students to answer it)

2) Which insights did the PROJECTIVE TECHNIQUES STUDY bring about the sugarcane juice? (I will invite 4-5 students to bring one insight each)

3) The consultants also prepared a justification for each research question and developed a document that clearly stated the reason for each research question below. I will invite one student (7 students in total) to explain the reason for each question below:

a. What is the willingness to buy the product as compared to other fruit juices and soft drinks in the market?

b. What is the target segment for sugarcane juice?

c. What is the price that customers are ready to pay for sugarcane juice?

d. What are expectations from the packed sugarcane juice - health/energy/coolant/taste?

e. What is the level of satisfaction with the Tropiviva brand?

f. What are the taste variants that customers prefer in sugarcane juice?

g. Which form would consumers prefer - can, tetra pack or bottle?

4) Based on the secondary research, the consultants decided to classify the customers into five categories: which categories were (1-2 students to say the categories)

5) The questionnaire for the conclusive research was structured to have 3 sections.

One student will explain Section 1:

One student will explain Section 2:

6) IMI wants to assess whether the intended question was getting across to the respondents unambiguously, so a pretesting of the questionnaire was done. What does the procedure involve? (1-2 students to answer)

7) What was the importance of these last strategies to Preeti? (1-2 students)

8) What was the final decision of Preeti with the marketing research? (1-2 students)

9) How can you classify the product launching based on Qualitative research in a company? (1-2 students)