solution

Think of a product or service category (NOT brand) that begins with either of the first letters in your tutor’s name (‘M’ or ‘T’ for Michelle Tustin, ‘S’ or ‘F’ for Sahar Faghidno or ‘R’ or ‘S’ for Rashid Saeed). For example, you might choose fridges, fans, financial services, or football for the letter ‘F’, movies, macaroni, mechanics or massage therapists for the letter ‘M’ or rice, real estate or refrigerators for the letter ‘R’. These are just examples. Clearly state what category you have chosen (only one required).

Use that category as your example to illustrate your answers to the following questions:

• Write a research objective for your product/service category that would be useful for a marketing manager working in that category. (10 marks)

• Identify if the research objective is exploratory, descriptive or causal in nature and explain your decision. (10 marks)

• What screening criteria could be used to help identify a potential research respondent to meet your research objective? Identify two screening criteria you might screen for. Be specific enough in your answer that it is clear what condition/s would need to be met for the respondent to participate.