The Coop

3. Disguised: Limited information

Undisguised: Some of the information could be artificial (not natural)

 Solution: Disguised: Go to the restaurant in disguised as a customer, then after that

undisguised their identities and look for deeper information (e.g. in the kitchen). The
company have to use different people in the future.

4. Wallace’s

 Focus group: Advantage: We can group more details information, get under the
skin of the problem. (Number of people in focus group: 8-15). However, this numbers
cannot present the whole population.

 Brand Image Monitoring: We can get the opinion not just from the customer but
also potential customer (wider consumer base).

The disadvantages: is that this method costs a lot of money.

Some people will feel annoyed with the phone.

 Customer Experience Study: They recruit different people, they will have
information from the competitors’ customers.

5. They can use Internet instead of telephone. Other options: person to person
interview or send the questioner by post.

Which is the best? It depends on the objective of the questioner. If the questions are
complicated, you can’t use telephone, because there is a time limit using telephone.
But if the Qs are straight-forward, then telephone is okay.

Should the sponsorship information be disclosed? We shouldn’t do that if the

organization is a commercial organization.

6. I don’t know because we haven’t identified the problem yet. (refer to question 8)

7. People in the uk and us are comfortable expressing their opinions. Coop is an

American company, if they had been operating in different country then there is going
to be cultural differences/clash.

In UK it is okay to use telephone, but in different countries esp poor countries, they
don’t have telephone. This tell us that different country = different method.

8. 1st thing to do: clarify the underlying problem. This is the most important thing to
do in marketing research.
Strike a balance b/w intuition and formal research

We cant say one technique is better than the other

Inter-functional and inter-personal issues in conducting marketing research

Develop a holistic view when looking into marketing research issues for a company.

The critical step of marketing research process.  problem identification.

Lecture

Cross-sectional research design  more like moving video over a longer period of
time.

Single cross-sectional: only 1 group of people

Multiple cross-sectional: more than one group of people.
Cohort  people with the same background/history. They experienced the same pain.

Cohort analysis  look at the data diagonally.