Description

Research Methodology
June 2024 Examination
1. ABC Electronics plans to launch a new line of smartphones with innovative features
and wants to gauge consumer perception and preferences through focus group
discussions. The company intends to collect insights into consumers’ perceptions of the
proposed smartphones’ usability, design, and features. Participants will be shown
prototypes and demonstration videos to facilitate discussion and feedback. ABC
Electronics aims to leverage the qualitative feedback from focus group discussions to
refine the product design and marketing strategy before the official launch. Outline the
steps involved in conducting a focus group discussion for ABC Electronics and discuss
the advantages and disadvantages of this method for collecting consumer feedback.
(10 marks)
Ans 1.
Introduction
Focus group discussions are a qualitative research method widely used to gather detailed
information on consumer attitudes, behaviors, and perceptions. In the context of ABC
Electronics’ launch of a new line of smartphones, employing focus group discussions
provides an invaluable opportunity to tap into the target market’s mindset and refine product
offerings according to consumer feedback. This method involves engaging a small group of
potential users in an interactive setting, allowing for a deep dive into their thoughts and
feelings about the product’s usability, design, and features. By employing this approach, ABC
Electronics can gain nuanced insights that are often not accessible through quantitative
methods like surveys. The focus group setting encourages participants to discuss and react to
each other’s viewpoints, unveiling collective and individual attitudes that might otherwise
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2. ABC Corporation, a leading entertainment company, will survey for feedback on its
new streaming service offerings. The survey aims to understand consumers’ perceptions
and preferences regarding streaming platforms and content. ABC Corporation intends
to use the insights gathered to enhance its streaming service offerings and improve
customer satisfaction. Outline the steps in designing an effective questionnaire for ABC
Corporation’s streaming service survey. Additionally, discuss the different types of
questions that can be used in the questionnaire to gather comprehensive feedback from
participants. (10 marks)
Ans 2.
Introduction
In an era dominated by digital content consumption, ABC Corporation’s initiative to launch a
survey for its new streaming service is a strategic move to tap directly into consumer
preferences and perceptions. Surveys are essential tools in market research, offering
quantitative insights that can shape business decisions and enhance user engagement. For
ABC Corporation, designing an effective questionnaire is crucial to ensure the collection of
relevant, actionable data that reflects the true sentiments of its audience. This questionnaire
must be meticulously crafted to address various aspects of the streaming service, including
content quality, platform usability, and overall satisfaction. By integrating diverse question
3. XYZ Cosmetics, a leading skincare and makeup brand, has achieved global
recognition and market leadership across multiple product categories. With a legacy of
over a century, XYZ Cosmetics has pioneered groundbreaking skincare formulations
and consistently delivered superior products to consumers worldwide. Leveraging its
strong brand image and extensive market research, XYZ Cosmetics has become
synonymous with excellence and innovation in the beauty industry.
a. Describe the distinction between primary and secondary methods of collecting data.
Recommend which data gathering techniques XYZ Cosmetics should employ to
enhance its understanding of customer preferences. (5 marks)
Ans 3a.
Introduction
In the competitive beauty industry, understanding consumer preferences is essential for
maintaining a market leadership position. XYZ Cosmetics, with its rich history and strong
market presence, must effectively utilize both primary and secondary data collection methods
to stay ahead. These methods are complementary, offering different insights that are crucial
for strategic decision-making and product innovation.
Concept and Application
Distinction Between Primary and Secondary Data Collection Methods
Primary Data Collection involves gathering new data directly from sources. This method
b. What factors influence the choice of data collection methods? (5 marks)
Ans 3b.
Introduction
Choosing the right data collection method is crucial for any research project as it directly
impacts the quality and applicability of the information gathered. Several factors influence
this choice, each playing a pivotal role in determining the most effective and efficient method
to meet the research objectives. Understanding these factors is essential for businesses like
XYZ Cosmetics, aiming to refine their market strategies and deepen their customer insights.
Concept and Application
1. Research Objectives: