Assignment Pick the Research Design

Assignment Pick the Research Design CH 5 rev Point Value = 10
For this exercise you need to go through the various information challenges facing Papa John’s and
identify the most suitable market research approach they should use to help gather information. You
are supplied a list of possible research approaches to choose from. What research approach should be
used if Papa John’s wants to know ( See wants to know 1- 6 listed below AND answer by selecting
from list in list II.
I. Papa John’s wants to know
1. The likely success of launching their new “gluten free pizza”?
Search approach should be and the reason is – Primary data. Because by using sampling
methods as well as experimental surveys, they will collect feedback on the taste, the price
and if customers thinks it worth the value the price they are paying for it.

2. How many customers would also order a salad if it was offered over the phone at the time of
order?
Search approach should be and the reason. Primary data – because it can only be conducted at
the time an individual is ordering, and not after or before he/she has ordered. Therefore, the
clients must be engaged at the point of the sale.

3. To what extent sales will change, if they increased their prices by 7%?
Search approach should be and the reason is Secondary data. – increasing the price has its
ramifications and has potential negative effects including client’s shifts. Therefore, secondary
data is the most applicable because it will not affect the operations of the establishment

4. Their market share?
Search approach should be and the reason is Both Primary and Secondary Data – the two
styles can be employed in finding the organization’s market share. Both research methods are
required for evaluating the market share.

5. How satisfied their customers are with delivery times and pizza quality?
Search approach should be and the reason is Primary data – the company can conduct
telephone surveys. Secondary data will not give a true picture of the matter, and might be
prone to bias, particularly if carried internally.
6. What is their image/positioning in the marketplace?
Search approach should be and the reason is both Primary and Secondary data. Secondary
data will be used for evaluating the organizations position. This will mostly involve figures
derived from the company’s performance in the previous months or years. Feedback will be
needed to establish the image of the company in the market, which can only use Primary data.
II. Select from: (First decide and state whether it should be secondary or primary and then select
from the sub-list under secondary and primary and give your reason(s)
1) Secondary data
a) Internal
b) External
2) Primary data
a) Focus group with customers

b) Focus group with both customers and non-customers
c) Experimental research
d) Sampling (what type)
e) Mail survey
f) Telephone survey with customers
g) Telephone survey with both customers and non-customers
h) Online survey
III Additional QUESTIONS to answer
1. Are there situations where more than one research approach could be suitable? Why do you
think that this would be the case? How would you select the best research approach in that
situation? Yes, there are situations that would require more than one research method, for
instance, establishing the image and the company position in the market will need a
combination of the two methods. Primary data will be used for getting feedback on clients
perceptions of the position of the company, while secondary data will be used for
establishing the position (rank) as compared to other companies in terms of performance.
2. What are the implications of using the wrong form of research design? Using the wrong
research method will produce bad results, which will send the wrong signal to decision-
makers.