Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes.

Question

Quizplus · Accepted Answer

Online surveys are a cost-effective and efficient way to obtain information about the company's current products. On the other hand, focus groups are ideal for obtaining in-depth information about extreme consumers' attitudes. Focus groups allow Mika to probe deeper for information about the attitudes of potential customers in the "extreme" consumer market, and they give him the opportunity to explore the reasons behind those attitudes. While mail surveys and personal interview surveys are also useful in certain circumstances, they are not the best options for Mika's specific situation. Crowdsourcing involves obtaining information from a large group of people who self-select to participate, but it may not provide the in-depth information that Mika needs to make informed decisions.

Mika Is the Marketing Research Manager for a Company That