Assignment No.

8
 
1. Differentiate qualitative to quantitative approaches to positioning research.

 It is more about numbers in quantitative market research. It employs data

and statistical analysis to illustrate key information about your company and
market. This sort of data, gathered through methods such as multiple-choice
surveys, can assist you in measuring interest in your firm and its products. On
the other hand, Qualitative market research isn't just about statistics as
much as it is about people and their perspectives on the company and the
product itself. Qualitative market research will be helpful clarify problems and
learn about consumers' perspectives, attitudes, and beliefs by asking
questions one-on-one or in groups interview. Because it uses limited sample
sizes compared to quantitative research, it can't be utilized to forecast future
performance; instead, it provides subjective insight into your company.

2. Among the many techniques of qualitative research, which for you is the most
effective to use for a laundry detergent brand? Explain your answer.

 The group discussion (also known as a focus group or a group depth

interview) is the most effective type of qualitative research for me because it
usually takes the form of a comfortable, open conversation among 8–10
respondents, with a group leader or moderator ensuring that the discussion
covers areas relevant to the research brief. In the case of consumer
research, the talks are usually held in the moderator's house or in a hotel
room (for industrial groups). The benefit of a group setting is that it stimulates
interaction among the participants, which may lead to a more in-depth
conversation than a one-on-one interview. The group moderator's capacity to
facilitate wide-ranging yet relevant discussion of the issues of interest
determines its worth as a research tool. In an informal situation suitable to
assessment, products can be presented to the group for testing and criticism.
3.     How do you think Starbucks segmented the coffee market?
 Starbucks' primary strategy for increasing market share is to focus on certain
market groups. It not only employs demographic segmentation based on
gender, income, age, and ethnicity, but it also utilizes geographic segmentation
based on nation or area of the globe, market size, and climate.
Starbucks' demographic segmentation is between the ages of 25 and 40, with
high earnings. The second target group is between the ages of 18 and 24, and
they come from wealthier homes. The majority of Starbucks consumers are
members of Generation Y, those born between 1977 and 2000.
Starbucks’ geographic segmentation is located near or around upscale places
like offices and college campuses where the demographic segmentation is
there.