1. Exploratory research is a form of research conducted for a problem that has not been clearly defined. It helps determine the best research design, data collection method and selection of subjects. Even from the definition of exploratory research we can see, that it is done in order to define the problem and to help understand in which direction the further research should go. Exploratory research is preliminary, and is not conclusive, the quality of information provided is not perfect, and also the focus group chosen(40people) was not really representing the whole of the students at West coast.
Therefore they should not yet implement the findings, because the data provided by 40 students might not be applicable to all student at West coast. 2. The problem Pizza Heaven has faced is that their sales have slipped. That could be due to competition from national chains such as Pizza Hut or Domino’s, so questions about competition should be asked. (Because potential clients might like something about the competitors more e. g. izza itself, delivery, atmosphere in restaurants) “also, they noted that the selection was often poor” Sales could have slipped, because of the range of products Pizza Heaven offers, so that topic has to be covered as well, including questions about new possible pizzas. (Because it may be that competitors are offering some types of pizza that Pizza Heaven don’t have) A decrease in sales can also be due to poor customer service, so that topic should also be covered.
People said that “pizzas were usually dry and cold” why? maybe delivery took too long, that should be explored in more details. 3. Step One: Establishing the Need for Marketing Research The need is already established, as there is a decrease in sales Step Two: Defining the Problem So the problem is a decrease in sales, due to what ? Step Three: Establishing Research Objectives Hard Competition? Poor range of products? Need better customer service? those are the questions to ask. Step Four: Determining Research Design
Descriptive and Causal Research should be done. Step Five: Identifying Information Types and Sources Primary data should be collected, but also secondary data could be of a little use, for example if the sales dropped overall and not only by Pizza Heaven, due to crisis or some other reason Step Six: Determining Methods of Accessing Data We should have people asking the question, and also questionnaires coming with each pizza could help. Step Seven: Designing Data collection Forms
Can be questionnaires(must be worded objectively, clearly, and without bias in order to communicate with respondents), surveys, or both can be done through email (although there is only a 5% response rate) Step Eight: Determining Sample Plan and Size Sample Size should surely be more than 40 people from one location. Also a sample should be representative, e. g. not only student of age 18-20, but also every other age groups. Step Nine: Collecting Data Step Ten: Analyzing Data Step Eleven: Preparing and Presenting the Final Report
