Essays on TNT Express, Subaru Company Target Respondents Assignment

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The paper 'TNT Express, Subaru Company Target Respondents" is a perfect example of a marketing assignment. Lilien & Shanker (2013) explain that the success of any marketing research is dependent on the recruitment of the most qualified and targeted respondents possible. Therefore, the target respondents would-be buyers of “ So Good Coconut Milk. Since the company seeks to find out who is buying the coconut milk, how it is being used and how the buyers view the coconut milk, the best target sample should be all buyers who shop in all Sanitarium stores in Australia.

To select the sample, convenience sampling can be used. According to Kaden et al (2009), convenience sampling depends on collecting data from respondents who are conveniently available to take part in the research. Convenience sampling is about getting study participants from any convenient place and way (Kotler & Keller, 2012). Accordingly, in this research, all people who buy their products from Sanitarium stores would be invited to participate in the research. In this regard, workers at all the Sanitarium stores should be assigned the task of collecting data from the respondents.

In this regard, when workers are selling to the customers, they can take that chance to ask them questions. After that, several samples can be taken from each store and hence this will give the representative sample of all the buyers from all the Sanitarium stores within Australia (Kotler & Keller, 2012). Research Approach Quantitative research method can be used to find out who is buying the coconut milk while qualitative research method will be used to find out how the coconut milk is being used and their views regarding the product (Lilien & Shanker, 2013).

Combining both the quantitative and qualitative research methods would enable Sanitarium Company to use questionnaires to by asking customers to fill in a questionnaire once the employees are done serving the customers. On the other hand, a qualitative research method will allow the company to gather information through interviews regarding how the customers use the coconut milk as well as their views regarding the coconut milk (Lilien & Shanker, 2013). Method Questionnaires and interviews can be effective in gathering the required data.

In regard to the questionnaires, customers would be requested to fill it once the employees are done serving them (Roberts et al, 2014). For the interviews, face to face would work well in case the employees would need to show the product to the respondents or explain something. Observation can also be used to observe the customers who are buying coconut milk. Additionally, during the face to face interviews, the employees can take that advantage and get the contacts of the customers in case there will be a need to get in touch with them in future.

Both the in-depth interviews and semi-structured questionnaires should include some open-ended questions to allow the customers to give their opinions and build a clearer picture on their opinion towards the coconut milk (Roberts et al, 2014). Generally, since the questionnaire will be handed to the customers by the employees and also the interviews will be carried out by the employees who are already on the company’ s payroll; this will be less costly to the company. Likewise, this will be time-effective because it will only take a short time after employees are done serving the customers (Roberts et al, 2014).

The collected data will represent who are buying the coconut milk, how they use it and their views on the coconut milk and if they buy other company’ s products as well.

References

Barrow C., 2011, Starting a Business from Home: Choosing a Business, Getting Online, Reaching Your Market and Making a Profit, Frankfurt: Kogan Page Publishers.

Dallas H & Martin., 2007, The mix of qualitative and quantitative research in major marketing journals, 1993‐2002, European Journal of Marketing, Vol. 41(1/2): 58-70.

Kaden R, Linda G & Levinson J., 2009, More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money, London: Kogan Page Publishers.

Kotler P & Keller L., 2012, Marketing management 14th edition, Upper Saddle River, NJ Prentice Hall.

Lilien J & Shanker V., 2013, Effective marketing science applications: Insights from the ISMS practice prize finalist papers and projects, Marketing Science, 32 (2): 229–245.

Marilyn H & Chad P., 2000, Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm, Qualitative Market Research: An International Journal, 3(3):118 – 126.

Roberts J, Kayande U & Stefan S., 2014, From academic research to marketing practice: Exploring the marketing science value chain, International Journal of Research in Marketing, 31(2): 127-140.

Smith I., 2012, Meeting Customer Needs, London: Routledge.

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