Pizza Hut is going through some challenges and has asked you to identify the most suitable market research or market information approach they should use to help gather information. They have supplied you a list of possible research approaches to choose from. What research approach(s) from the list below should be used if Pizza Hut wanted to know: Their market share? The population around a new store they are thinking of opening? The likely success of launching their new “super-chili pizza”? Whether they should launch a new TV advertising campaign that uses athletes who eat pizza? What impact McDonald’s new healthy food menu is having on their sales? LIST OF POSSIBLE APPROACHES A.= Secondary data – government statistics B. = Secondary data – internal records C.= Focus groups with customers D.= Focus groups with both customers and non-customers E.= Mystery shopper research F.= Telephone survey with customers G.= Telephone survey with both customers and non-customers H.= Experiment (test marketing) I.= No research required – just do it J.= Other research approach Discuss: Are there situations where more than one research approach could be suitable? Why do you think that this would be the case? What are the implications of using the wrong form of research design?

Practical Management Science

6th Edition

ISBN:9781337406659

Author:WINSTON, Wayne L.

Publisher:WINSTON, Wayne L.

Chapter2: Introduction To Spreadsheet Modeling

Section: Chapter Questions

Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...

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Question

Pizza Hut is going through some challenges and has asked you to identify the most suitable market research or market information approach they should use to help gather information. They have supplied you a list of possible research approaches to choose from.

What research approach(s) from the list below should be used if Pizza Hut wanted to know:

Their market share?
The population around a new store they are thinking of opening?
The likely success of launching their new “super-chili pizza”?
Whether they should launch a new TV advertising campaign that uses athletes who eat pizza?
What impact McDonald’s new healthy food menu is having on their sales?

LIST OF POSSIBLE APPROACHES

A.= Secondary data – government statistics

B. = Secondary data – internal records

C.= Focus groups with customers

D.= Focus groups with both customers and non-customers

E.= Mystery shopper research

F.= Telephone survey with customers

G.= Telephone survey with both customers and non-customers

H.= Experiment (test marketing)

I.= No research required – just do it

J.= Other research approach

Discuss:

Are there situations where more than one research approach could be suitable? Why do you think that this would be the case?
What are the implications of using the wrong form of research design?

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