Case Scenario:
You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company. Your client, Exotic Smokes Cigarette Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new flavored cigarettes, using fruit and candy flavors. You must develop marketing strategies to attract 18- to 25-year-old customers. Exotic Smokes Cigarette Company has a $25 million advertising budget for the new product.
Explain how consumer behaviors of the target group affect the development of marketing strategies. Address the following:
Q1. Identify any negative publicity or consumer perception about flavored cigarettes. Evaluate how you might counter those negative perceptions through the use of strategic marketing methodologies.
Q2. Determine how many completed interviews are needed to provide sufficient data to explain consumer behaviors of the target group necessary for developing marketing strategies for the final proposal.
Q3. Determine where your sample data might come from, including business lists, customer list, associations, trade journals, and so forth. Provide an estimate of cost for obtaining this sample.
Q4. Describe the survey technique, such as telephone, online-survey, mail, face-to-face, or interviews, by which the interviews might be delivered, and the reasons for your choice.
Q5. Include the projected professional fees for conducting this survey. Remember to take into account the geography and cost.
Q6. Develop a questionnaire from which you might select a representative consumer sample in the interview process.
Q7. Develop a questionnaire to determine the attitudes and intentions affecting consumer decisions of your target market. Explain how the questions selected might provide information about the target group's consumer decision making.
Q8. Include both closed- and open-ended questions, organizing them by appropriate section headings so the data may be easily analyzed.
Q9. The questionnaire must start with a statement of objectives and include screening questions to make sure that the interviewers selected are qualified respondents.