Essay
MNM3711 assessment 3 semester two 2023
- Institution
- University Of South Africa (Unisa)
MNM3711 assessment 3 semester two 2023
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BMZ ACADEMYBMZ ACADEMY
@061 262 1185/068 053 8213/0717 513 144
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
, BMZ ACADEMY
QUESTION 1
(A) Discuss SIX techniques that Vital Health Foods: Quality for a healthier life can
use in qualitative research to obtain primary data on international consumer
preferences, needs and wants. Provide examples relating to the given case
study (1 mark will be allocated for the theory and 1 mark will be allocated for the
examples). (12)
Qualitative research is a valuable approach for gaining insights into international consumer
preferences, needs, and wants. Vital Health Foods can employ several techniques to collect
primary data from consumers. Here are six techniques with examples:
Focus Groups: Focus groups are a type of group interview that involves 6-12 participants. A
moderator leads the discussion and asks questions about the participants' experiences,
opinions, and attitudes towards a particular topic. Focus groups can be used to gather
information about a wide range of topics, including consumer preferences, needs, and wants.
Example: Vital Health Foods could organize focus groups with participants from different
countries, representing various age groups and backgrounds. During the discussion, they can
ask questions like, "What does a healthier life mean to you?" and "What changes would you
make in your diet to achieve a healthier life?" The focus group format allows for in-depth
exploration of consumer perspectives and the identification of common themes and
differences.
In-Depth Interviews: In-depth interviews are one-on-one interviews that allow researchers to
explore a topic in depth. In-depth interviews can be used to gather information about the
participant's personal experiences, thoughts, and feelings.
Example: Vital Health Foods can conduct interviews with consumers from different cultural
backgrounds. They can ask questions like, "Can you describe your daily eating habits?" and
"How do your cultural or personal beliefs influence your food choices?" In-depth interviews
provide a platform for participants to share their unique stories and insights.
Observational Research: Observational research entails researchers directly observing
participants in natural settings, without direct interaction.
Example: Vital Health Foods can send researchers to supermarkets or observe participants in
their homes. They can take note of what products consumers choose, how they navigate the
grocery store, and how they prepare and consume their meals. Observational research
provides insights into actual behaviors and preferences.
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
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