Exploratory Reaearch Essay

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Homework Assignment Question 1: Suppose XYZ Airline Company wants to understand why some people do not fly. When the respondents were asked “Are you afraid to fly?” very few people said yes. The major reasons given for not flying were cost, inconvenience, and delays caused by bad weather. However, it was suspected that the answers were heavily influenced by the respondent’s need to look socially better and comfortable. What do you think XYZ company should do to obtain the sensitive information. Should it use focus groups, depth interviews or projective techniques and why? Question 2: Greg Martin is the owner of a pizza restaurant that caters to college students. Through informal conversations with his customers, Greg has begun to suspect that a video-rental store specifically targeting college students would do quite well in the local market. Though his informal conversations with students have revealed an overall sense of dissatisfaction with existing rental outlets, he hasn’t been able to isolate specific areas of concern. Thinking back to marketing research course he took in school, Greg has decided that focus group research would be an appropriate method to gather information that might be useful in deciding whether to pursue further development of his idea (developing a formal business plan, store policies etc.). a. Whom should Greg select as participants in the focus group? b. Where should the focus group session be conducted? c. Who should be the moderator of the focus group? Homework Assignment Question 1: Suppose XYZ Airline Company wants to understand why some people do not fly. When the respondents were asked “Are you afraid to fly?” very few people said yes. The major reasons given for not flying were cost, inconvenience, and delays caused by bad weather. However, it was suspected that the answers were heavily influenced by

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