Marketing Case Study: Market Research at P&G

Jun 18th, 2015
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1. P&G was among the few companies in the world to recognize the importance of conducting market research as early as 1924. Explain the various qualitative and quantitative research techniques employed by the company and describe how they were used to generate valuable information about consumers need and preferences. Soln Following are the qualitative research techniques: • Focus group discussions: o P&G assembled a group of people to discuss a particular product. o The discussion facilitated free exchange of information between the participants and the moderator on all aspects of the product. o This research tool helped in exploring new product ideas as well as gauging the customer’s response for these products.

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Marketing Case Study: Market Research at P&GSubmitted To: Prof. Sandeep BharadwajSubmitted By: Group Members:NameRoll noLionell Misquitta76Nilesh Nagpal 78Vaitasi Oswal83Ruchi Patel89Priyanka Bhan95Ekta Shrivastava109 1. P&G was among the few companies in the world to recognize the importance of conducting market research as early as 1924. Explain the various qualitative and quantitative research techniques employed by the company and describe how they were used to generate valuable information about consumers need and preferences.SolnFollowing are the qualitative research techniques:Focus group discussions: P&G assembled a group of people to discuss a particular product. The discussion facilitated free exchange of information between the participants and the moderator on all aspects of the product.This research tool helped in exploring new product ideas as well as gauging the customers response for these products.How this tool helped:Using this tool inferences were drawn out of the discussion matched with the actual market response when the product was launched.In-Home visits:P&G used in-home visits to interview customers who had recently purchased a P&G product.P&Gs researchers visited the residence of customers, observed them directly as they went about doing their daily chores and interviewed them.The researchers enquired about: The purpose for which the product was purchased. The consumers expectations from the pro

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