Market Research

1. Marketing research is one of improvement marketing effectiveness by interpreting, collecting and analyzing data about customer competitors and the business environment (Solomon, Hughes, Chitty, Fripp, Marshall and Stuart, 2009). These processes may recognize the most significant problem that assists management in decision making to solve and identify of problems and opportunities in marketing (Malhotra, Hall, Shaw, & Oppenheim, 2006). To identify problems in marketing research should consider the three elements which are specify the research objectives, identify the consumer population of interest and place the problem in an environmental context (Malhotra et al., 2006). Green Grove Organic has problem that can address through marketing research which is Label very straight. For example, while customers are reading the label of its product that involves information about it, they may buy the product and may like it (Solomon et al, 2009).
2. Marketing research design involves primary research and secondary research. In this case, Green Grove Organic has not data to exist hence it should use primary research that involves exploratory research, descriptive research and causal research (Solomon et al, 2009). Hence, the suitable type to address the problem is exploratory research that normally does in small group to find the reason of its problem (Solomon et al, 2009). Moreover, exploratory research is qualitative that may be consumer interview, focus group, case study, projective techniques and ethnography (Solomon et al, 2009). The recommendation for the firm is using consumer interview.   Example of consumer interview, the marketing researchers of Green Grove Organic are discussed with consumer's one on one by asking a number of questions about label very straight consequence very deeply answer. Moreover, it could give researcher opportunities to ask variety question that might not depend on specific question (Solomon et al, 2009). For instance, while the... [continues]

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