Free Case Study On Saxonville Sausage Company

Marketing

Research Methodology
When Ann Banks found out that her company; Saxonville Sausage Company wasn’t doing business the way the management wanted it to because of the lack of target market awareness, she suggested that the company consider a qualitative market research method to overcome this deficiency. What happens in a qualitative research method is that in order to obtain the right answer to the question of who are the right target audience for their product, it is directly addressed to customers through a questionnaire.
When questions are directed at a targeted audience, the feedback that one gets through answers to the questions gives them the actual requirement of the audience. According to Bryman & Bell (2007) qualitative research looks at responses which can be interpreted and constructed to give the researcher the required information sought by him or her. This is precisely what Ann Banks did. She approached consumers with a set of questions that was designed to provide her with the answer on how Saxonville Sausage Company could target the right audience. Since qualitative research also involves direct one-to-one interaction between interviewer and interviewee, the interviewer will be able to ask questions that are pertinent to the research and understand how customers answer the questions.
Therefore, Ann was able to take the customers through the four steps of the qualitative research method whereby she was able to understand the behaviors and needs of target consumers, understand how she needed to position her product, and understand what her customers’ priorities were. The final step was to test her results from the research to evaluate the success of the research methodology.
Having understood firsthand what consumers sought from Saxonville Sausage Company, Ann was able to follow the requirements of the market study and implement them in the market with success. The advantage she had through her research methodology was that she was able to learn from her targeted audience what they liked and disliked about similar products in the market, and what actually influenced them to buy a particular brand. By emulating the needs of her targeted audience, Ann was able to meet the organizational target.

References

Bryman, A., & Bell, E. (2007). Business Research Methods. Oxford: Oxford University
Press.