1. Marketing research involves the identification, collection, analysis, and dissemination of information.

Explain how each of these phases of marketing research applies to Gucci's problem. Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing. Identification is the introductory phase of the marketing research process. Basically, it involves a clear and precise understanding of the problem at hand. It is crucial that the research team identifies, understands and defines the problem in its entire capacity, as it affects all the subsequent activities involved in the research process. Research teams make use of customer feedback, internal and external data reports, sales graphs, purchasing patterns, etc. to come up with an accurate problem definition. Before marketing research can effectively be carried out, a marketing research problem must be defined. On every level of this case the involvement of marketing research can be noticed and applied. Identification of the problem, which could also be an opportunity was the level of success to increase customer through catalog readership. To understand the value of this opportunity the marketing research has been applied. collection is an important step in the market research process. It involves gathering information about customers, competitors, and the market to help companies improve existing products and services and launch new products or services, expand into new markets, and create marketing plans. This process can be performed on a large or small scale and can involve both qualitative and quantitative data. From this case, it is understood that the primary sources of Data has been collected by interviewing the customer while the secondary sources could be the past record or data of customers willingness to buy the product, their reaction etc. In the Data analysis stage of the research process, this assesses secondary and primary data and relates it to the defined issue or problem. For the solution of such cases like Gucci, researcher may use different statistical analysis, mathematical tools, qualitative research etc. Dissemination is to relay of an idea or message. Researcher has to come up with a solution and relay it to the higher authority or top management to take further steps; such as, implementation of the solution or idea.

2. Is the problem facing Gucci a case of problem identification research or problem solution research? Problem solving research undertakes to help solve specific marketing problems. Examples: segmentation, product, pricing. The problem identification; more precisely the opportunity has already been found by the chances of raising the sells of Gucci product through the boost the readership of magazine. But it is definitely a Problem solution research since the possible success of this idea had not been found. The research was about whether the customer would buy the magazine or not, if this catalog game will actually increase the potential customers in reality or not. 3. What is the marketing research problem? The marketing research was about the solution of the problem, determining the potential effectiveness of the opportunity to increase the sells of gucci though increase the readership of the catalog by examining of customer preferences through interview and various sources of secondary data. 4. Can exploratory research be used in this case? How? Exploratory research has the goal of formulating problems more precisely, clarifying concepts, gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses. Exploratory research can be performed using a literature search, surveying certain people about their experiences, focus groups, and case studies. When surveying people, exploratory research studies would not try to acquire a representative sample, but rather, seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. Exploratory research may develop hypotheses. Exploratory research is characterized by its flexibility. Exploratory research is needed to define the problem of this case more precisely. It is needed to obtain the idea, insight etc. An accurate evaluation of past record or secondary data and using a focus group interview technique may be applied.

5. Can descriptive research be used in this case? How? Descriptive research, also known as statistical research, is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, the who, what, where, when, why, and how aspects of the research should be defined. Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun. Descriptive research can be used to understand the number of aspects consumer use to evaluate the design, the percentage of consumers like or dislike the idea, how much reduction customers are willing to pay, what type of item in the catalog would make them encourage to buy the product, what type of facilities will they expect etc. 6. What internal sources of secondary data can you identify which would be helpful to Gucci? Internal secondary data is usually an inexpensive information source for the company conducting research, and is the place to start for existing operations. Internally generated sales and pricing data can be used as a research source. The use of this data is to define the competitive position of the firm, an evaluation of a marketing strategy the firm has used in the past, or gaining a better understanding of the companys best customers. Internal sources of secondary data can be used in this interview to assess the previews interview record of Gucci, Local catalog sales in US in the past, past sales record to identify number of customers, which age group is buying these products, method of payment, date of purchase, salesperson, amount of purchase, accounting and financial records, inventory reports, service calls, number (qualifications and compensation) of staff, production and R&D reports. Also the companys business plan and customer calls (complaints) log etc. 7. What published sources of secondary data can you identify which would be helpful? There is a wealth of published sources or external sources of secondary data, both statistical and research data, available today which might have helped for the solution of this problem. Few of the sources could be: Federal government, Provincial/state governments, Statistics agencies, Trade associations, Trade Journal, General business publications, Magazine and newspaper articles, Annual reports, Academic publications, Customer Directories, Library sources, computerized bibliographies, Syndicated services, Also Handbag, Luggage, and Garments industry guides of other companies etc

8. Which exploratory research techniques would you recommend and why? Review Secondary Data To understand the past record of interview, this will help to save time. Experience Surveys Investigation of possible factor, which has been suffered or achieved by the competitor or Gucci, may be helpful. Analysis of Stimulating Examples further Case Analyses, more related case studies maybe helpful for the research. Unstructured Methods Qualitative technique, experts opinion may be helpful Pilot studies In-depth interviews This technique has always proved to be useful for marketing research. Consumers demands, problems everything reveals by an well planned, effective in-depth interview. Focus groups Paid interview has been proved to encourage the customers and also participants had generated data through interaction about a specific needed topic.

9. Which survey method would you recommend to Gucci to conduct descriptive research? Why? What are the limitations of this mode? Gucci may follow survey method based on descriptive research. They survey method could be: In home interview - participants are asked survey questions face-to-face in their own homes. This is a good interview process, but it also includes random customer. So chances of Random error increases. Personal interview This process also includes random customer. So odds are same as in home interview. Focus group interview This interview process taken typically between three to twelve people; generally they are known and selective customer. This consists less chances of error Mail interview - Mail interview queries are efficient. The reporter (consumer) can provide a complete introduction and a list of answers. Although, there still some may error exist because e-mail denies the reporter the chance to ask spontaneous questions or to immediately follow up on an answer. So the mail interview is very lightweight. The interviewer can post complete transcripts when theyve not been in a good health/mood. Mall interview The type of interview is taken on the customer who visits the store. It is a good interview process when the questionnaires are all sorted out. 10. Which stakeholder would be affected if Gucci printed misleading or inaccurate marketing research results in its new catalog?

Stakeholders of Gucci are those entities who will be affected by the operations of that business in some direct or indirect way; nonetheless, faulty marketing research printing or inaccurate marketing research results. The most obvious affected stakeholders will be owners, managers, shareholders, employees, suppliers, customers, patrons etc. Other stakeholders are indirect stakeholders such as competitors, the neighborhood the business is in, the government, environment etc. ____________________________