Name: Vishwas Jadav (0718773)

Case Study #2: Homeshare International Qualitative Analysis

Subject: IBM 201 005

QUESTION 1: What were the research objectives for PRX’s original qualitative research project?
Answer: following were the objectives for PRX’s original qualitative research project:
a) To know the willingness of potential home buyers towards the initiative.
b) To understand expectations of its consumers (non-homeowners) about the concept of
homeshare.
c) Wanted to gauge the influence of literature they used to promote.

QUESTION 2: Which research instruments were used in the particular project?

Answer: following research instruments were used I the particular project:
a) Literature (Marketing pamphlets and sample contracts) focal point of discussion.
b) Depth interviews: 10 hours long interviews for the couples looking to buy a home.
c) Focus Group: 10 focus groups of 7-8 people approximately.
The demographic variations observed were on the basis of residential status, occupations, age
groups, ethnicity, gender, with or without children and number of incomes.

QUESTION 3: What research objectives would have helped determine the suitability of this
product for the British housing market?
Answer: Though the concept was innovative and new and attracted the consumer, the effect didn’t
last same in the longer run of the company. Hence, following research objectives would have
helped company to determine the suitability of the product for British Housing Market:
a) Determine the government norms and documentations needed in this market and also the
cost to fulfill the requirements.
b) All the advantages for the first buyer were not explored.
c) The future or the lasting of this concept was not determined hence, it was needed to be
done.
The above-mentioned objectives along with primary objectives would have helped the company
to design its product in more efficient way for the British Market.

QUESTION 4: If PRX decides to fund another round of research to better understand their
difficulties, decide whether primary or secondary research should take precedence, and explain
why.
Answer: In order to fund the second round of research the precision of primary research played
huge role in attracting good consumers and moreover, if the second round of research is done then
the changes will occur in the product design and hence, the market and the consumers will stay the
same. It will just clear more things. Hence, secondary research will not make as big impact as
primary did and therefore, Primary research should be taken first in order.