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

Exercise 5

The Mini Company was a medium-sized manufacturer of highly nutritional food products. The products were marketed as low-fat foods with high nutritional content. The company was considering marketing these products as snack foods but was concerned about its present customers' reaction to the change in the products' images. The company decided to assess customers' reaction by conducting a study using one of the established types of consumer panels. What type of panel would you recommend in this situation Why