Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 8

For each of die situations described below, which type of research design is most appropriate Why
a. Frank's Flies is a fishing lure manufacturer. Frank's management has decided to enter the lucrative market for trout flies, an area in which the company has little experience. The fly development department has decided that it needs more information concerning trout fishing in general before it can begin designing the new product line.
b. The management team at Aardvark Audio strongly suspects that the company's cur-rent advertising campaign is not achieving its stated goal of raising consumer aware-ness of the company's name to a 75% recognition level in the target market. The team has decided to commission a research project to test the effectiveness of the various ads in the current campaign.
c. Ace Fertilizer Company is trying to decide where advertisements for its vegetable gar-den fertilizers should be placed. Management is contemplating a research project to determine which publications home gardeners read on a regular basis.