Problem: 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:
1: 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.
2: 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.
3: 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.
4: 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.
5: Include the projected professional fees for conducting this survey. Remember to take into account the geography and cost.
6: Develop a questionnaire from which you might select a representative consumer sample in the interview process.
7: 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.
8: Include both closed- and open-ended questions, organizing them by appropriate section headings so the data may be easily analyzed.
9: The questionnaire must start with a statement of objectives and include screening questions to make sure that the interviewers selected are qualified respondents.