You are employed by Kraft Foods as a marketing research analyst trying to determine the market potential for your packaged Swiss Cheese productin a specific area. You are interested in determining whether or not people in that area may use your product in a fairly saturated cheese market.
1. What type of data you need to collect? Would it be most likely to use primary or secondary data, or a combination of the two?
2. What type of marketing research you need to conduct?Would it be most likely to conduct qualitative or quantitative research, or a combination of the two? List research method(s) you would suggest to use (e.g., focus groups or interviews for qualitative research).
Read the article "The Science of Shopping" anddiscuss the following questions:
1. What type of research was conducted by Paco? Give examples.
2. How his research would be useful to the marketers?
Given below the link of the article:
https://www.dropbox.com/s/i30etp05utmjm94/The-Science-of-Shopping.rar?dl=0