Market research objectives

A clothing manufacturer, Corallo, wants to know why its sales of jeans are falling at a rate of 10% a year. They have asked Abacus Data Research (ADR), a market research consultancy, to find out.

Choose a phrase from the box to replace each phrase in italics in the letter. Write the number after the phrase.

advertising research _

consumer awareness ____

market research _1

observational research __

population __

representative _

causal research study consumer research in-house research market research brief pilot questionnaire questionnaire secondary research

Causal Research

Abacus Data Research

South Dakota Blvd., Englewood Cliffs, 07632 New Jersey Tel: 201 654 8787 Fax: 201 654 8732 email: [email protected] http://www.adr.com

Sam Klein

Corallo Clothing Company P.O. Box 230 Englewood Cliffs May 20, 2001

Dear Sain,

Thank you for your letter dated May 15. As 1 said when we met briefly last week, we at ADR would be very pleased to help you with (1) studies on your products and their markets. What I need now is a detailed (2) description of your objectives for this study - a statement of exactly what you need to know.

If we set up a (3) study that aims to explain a particular phenomenon, in this case why you are experiencing a sales fall, we should of course go direct to consumers and ask their opinions. This type of (4) study of what consumers think will be vital. We can do this in three ways:

1 Using (5) groups of typical consumers that we bring together for detailed questioning. The members of the panel need to be (6) typical of the whole (7) mass of jeans buyers,

2 A conventional (8) paper with a lot of questions sent out to consumers. Alone, this is less effective, even if we use a (9) test set of questions to make sure we are asking the right questions. But it is much cheaper.

3 We can use (10) studies of actual sales. But this kind of study is based on figures, rather than on what people say, so it gives only limited information.

A further area to think about is (11) how much consumers actually know about your company and its products. We can carry out some (12) studies into the effects of your advertising.

Please send us any (13) studies you have carried out yourselves, or any (14) studies using published material that you have used in the past. This will help our background investigations.

Looking forward to hearing from you.

Yours truly,

Robert R. McCawley Deputy Vice-President

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