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2 What type of exploratory research designs would you suggest for each of the following situations Justify your answers using specific illustrations and examples aThe research and development director of Louis Vuitton suggests a new type of cologne for men that could be promoted by tennis celebrity Marat Safin bThe General Manager of Thai Spices Restaurant in Hong Kong wishes to offer customers two new and exciting dinner items that would be a blend of fresh durians herbs and chicken cA retail manager would like to know the popularity of a new brand of dishwashing detergent produced by Proctor and Gamble a In developing a research design for this particular situation it would first be a consideration that Louis Vuitton is not an established force in the fragrance market Vuitton must enter this field relying on the transfer of its superb reputation in current areas of production to the new endeavour Can the product be successful Using the Case Study Method would be suitable in answering this question It may be advisable to explore the success of other companies who have attempted similar campaigns For example Tommy Hilfiger another fashion designer has attempted and succeeded in entering this market It would be worthwhile to analyse the past successes and failures of similar companies and use the information in developing the new product In the further stages of research it would be effective to use focus group interviews to gauge consumer reaction to the product and its prospective face of endorsement It must be determined if potential customers feel they would be drawn to buy a fragrance created by Vuitton and what characteristics are important in influencing their purchasing decision eg Price Packaging Place and Promotion It would be important to determine how the consumer feels about the promotion of the product by Marat Safin It is quite possible for example that the participants of a focus group may feel that
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