BM380 Marketing Research
Directions: Be sure to save an electronic copy of your answer before submitting it to Ashworth
College for grading. Unless otherwise stated, answer in complete sentences, and be sure to use
correct English, spelling, and grammar. Sources must be cited in APA format. Your response
should be four (4) double‐spaced pages; refer to the “Format Requirementsʺ page located at the
beginning of this learning guide for specific format requirements.
Objective: Select the appropriate research design.
You have just graduated from college and are a newly hired researcher trainee at Georgia Metro
Research. You have been asked to determine the appropriate research design for two new clients,
Client A is a consumer packaged goods manufacturer with a well-established brand name. The
client has focused on manufacturing and distribution for years while the marketing program has
been set on “auto pilot.” All had worked fine, though there was a hint of emerging problems
when, in the preceding year, market share had fallen slightly. Now, our client has just reviewed
the current market share report and notices that over the previous 12 months, its share has
gradually eroded 15%. When market share falls, clients are eager to learn why and to take
corrective action. In these situations we know immediately the problem is that we don’t know
what the problem is. There are many possible causes for this slippage. You need to determine the
research design needed.
Client B is in a very competitive category with equal market share of the top three brands. Our
client is convinced that it has changed every marketing mix variable possible except for package
design. Since the three competitive brands are typically displayed side-by-side, the client wants
us to determine what factors of package design (e.g., size, shape, color, texture) cause an
increase in awareness, preference for, and intention to buy the brand. What do you recommend
for the appropriate research design?
1. What research design would you recommend for each of these clients?
2. For the research design you selected for each client, explain why you believe your choice
of design is the correct choice.