CASE 3 - BUSINESS SCENARIO:
Alcohol abuse is a high prevalent issue and the existing treatment is not effective. Your company plans to develop a new product that is a long acting, once a month, injectable medication to fill the market need.
Product Q is the first and only once-monthly injectable product for treating patients with alcohol dependence. Naltrexone, the active ingredient in Product Q, is believed to combat the physiological and psychological patterns of addiction. Product Q is intended to be administered by a healthcare professional once a month by intramuscular gluteal injection.
In Phase III clinical trials, patients receiving 6 once-monthly injections of Product Q, along with psychosocial support, experienced a significant reduction in event rate of heavy drinking days per month vs. placebo.
Product Q is non-addictive and was generally well-tolerated in trials.
Product Q requires refrigeration (2 to 8oC). If refrigeration is unavailable, Product Q can be stored at temperatures not exceeding 77o for no more than 7 days prior to administration. While Product Q requires refrigeration, it should be brought to room temperature prior to mixing it with a diluent. Upon suspension of the diluent, Product Q must be administered immediately.
Team Results should cover the following: (please answer all questions)
What is the marketing research objective?
1. Assuming that your are the chosen MR consulting firm, write a Proposal describing the business issues and questions, research objectives, and provide suggestion(s) for research method(s) and sample(s) desired so that the research can provide the client with appropriate recommendations.
2. Write a screener and a discussion guide if the method requires qualitative research is needed
3. Write a screener and questionnaire to collect quantitative data