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    Sweet Cookies 6W

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    Dhiren Agrawal
    Sweet Cookies wants to launch a new chocolate-pineapple cookie and assess the market size. A descriptive research design involving the six Ws - who, what, when, where, why, and how - could help. The six Ws would examine potential customers, information needed, timing, contact locations, purpose of obtaining information, and methods of collection like interviews and surveys.

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    Sweet Cookies 6W

    Uploaded by

    Dhiren Agrawal
    1K views2 pages
    Sweet Cookies wants to launch a new chocolate-pineapple cookie and assess the market size. A descriptive research design involving the six Ws - who, what, when, where, why, and how - could help. The six Ws would examine potential customers, information needed, timing, contact locations, purpose of obtaining information, and methods of collection like interviews and surveys.

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    Sweet Cookies wants to launch a new chocolate-pineapple cookie and assess the market size. A descriptive research design involving the six Ws - who, what, when, where, why, and how - could help. The six Ws would examine potential customers, information needed, timing, contact locations, purpose of obtaining information, and methods of collection like interviews and surveys.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views2 pages

    Sweet Cookies 6W

    Uploaded by

    Dhiren Agrawal
    Sweet Cookies wants to launch a new chocolate-pineapple cookie and assess the market size. A descriptive research design involving the six Ws - who, what, when, where, why, and how - could help. The six Ws would examine potential customers, information needed, timing, contact locations, purpose of obtaining information, and methods of collection like interviews and surveys.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Sweet Cookies is planning to launch a new line of cookies and wants to assess the market size.

    The
    cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of the
    market. Discuss the six Ws of a descriptive research design that may be adopted.

    The six W’s of the descriptive research to be adopted are:

    1. Who– who should be considered as a consumer of mixed chocolate pineapple cookies?

    They have to keep in mind the type of customers that they are targeting. Like in case of Sweet Cookies,
    they are targeting the premium section of the market. They need to first understand the need of the
    customers in those sections who have a requirement of chocolate – pineapple cookies.

    Some possibilities are:


    1. Anyone who buys cookies
    2. Anyone who buys premium priced cookies
    3. Anyone who buys chocolate cookies
    4. Anyone who has bought sweet brand cookies

    2. What– What information should be obtained from the respondents?

    It includes the information that is required from the customers. From example here it can be the
    consumption of cookies in a week or the flavors liked by majority in a family, etc.

    Some possibilities are:


    1. Demographics
    2. Psychographics and lifestyle
    3. Attitude toward the chocolate pineapple cookies
    4. Attitude toward the premium price

    3. When– When should the information be obtained from the respondents?

    It includes the availability of the customers. A researcher must always keep in mind the time to contact
    the respondents.

    Some possibilities are:


    1. Before purchasing their groceries
    2. While purchasing their groceries
    3. After purchasing their groceries

    4. Where- Where should the respondents be contacted to obtain the required information?

    It refers to the places where the respondents can be contacted. For instance: shopping malls, homes,
    parking lots, etc.

    Some possibilities are:


    1. In the grocery store
    2. At home
    3. In the parking lot

    5. Why– Why are we obtaining information from the respondents?

    It takes into account the use of the information take from the respondents. Like in this case, information
    is obtained in order to understand the potential market for chocolate – pineapple cookies & the market
    size.

    Some possibilities are:


    1. Determine consumer attitudinal reaction in the new cookie
    2. Determine the market size

    6. Way – the possible ways in which we are going to obtain information from the respondents

    The ways of obtaining information from the respondents. For example, it can be telephonic interviews,
    observations, surveys, personal interviews, etc.

    Some possibilities are:


    1. Observational techniques
    2. Mall intercept interview
    3. Personal interview
    4. Mail interview
    5. Telephone Interview
    6. Electronic interview

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