The paper "Markets of TNT Express, Subaru Australia " is an outstanding example of marketing coursework. Sanitarium a company that is based in Australia in the foods and beverage industry has one of its brands; So Good Coconut Milk, performing well in the market suggested by the rise in its sales in the last 12 months (Sanitarium, 2015). The company would like to get the insight on who are the consumers, how they use the product, their perception of the product and if the consumers use other products of the company. Target Respondents The most ideal respondents for this market research would be the customers over the last 12 months.
These customers could be identified based on the records that are available at the various purchase points for the products as well as those who have subscribed for the online newsletters from the organization. However, even those who have been using the product for a period of not less than four months would be ideal respondents in this case. This could be obtained from the SAP system that has information about the customers all over Australia and their consumption patterns (Sanitarium, 2015). Research Approach The best approach for this research would be qualitative research.
Qualitative research is more of exploratory and is used to get insights, opinions, underlying reasons, and motivations as well as perceptions (Lapan, Quartaroli, & Riemer, 2012). It gives a deeper and broader understanding of the underlying issues and helps in the formulation of the hypothesis should there be a need for quantitative research. The major advantage of the qualitative research approach is that the findings that accrue can be used beyond the purpose of the study.
Additionally, it also replicates findings that were not planned for (Lapan, Quartaroli, & Riemer, 2012). Therefore to get evidence, the best approach, especially in wide market research, is to choose this approach. The approach is also iterative in nature meaning that the respondents’ responses determine its flexibility (Lapan, Quartaroli, & Riemer, 2012). Methodology There are many methods to be used under qualitative approaches such as focus groups, in-depth interviews and observation. In-depth interviews would be an optimal way to collect data on personal experiences, insights and assumptions (Goertz & Mahoney, 2012).
This is the major aim of the research making this an option. However, the associated costs and time consumptions are high given that it takes one hour or more to attend to one respondent (Goertz & Mahoney, 2012). This would attract some incentives that would further elevate costs. The interview questions should be open-ended so as to get as much information as possible (Goertz & Mahoney, 2012). Based on the other advantage of the method that the respondents are able to elaborate further, succinct results are likely to be achieved. Sample Size and Selection The market is obviously large and widespread; the best sample size would be the one that is representative.
As such the best way to go by is to come up with an unbiased selection criterion for a quota sample from the information of the customers available in the systems of the company. Quota sample clearly represents the rest of the potential respondents (Adams & Brace, 2006). The best criterion would be to use the geographical location (Adams & Brace, 2006). The sample size would be determined by the amount of money allocated for the research.
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