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About this document
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- 7 pages
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- $7 one-time, yours to keep
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- Subject
- Business Strategy, Marketing
This case study examines the market research techniques used by P&G, including both qualitative and quantitative methods. It also discusses the pros and cons of in-house versus outsourced market research. It is useful for understanding practical applications of market research in a real-world context.
What's inside
- Qualitative research techniques used by P&G
- Quantitative research techniques used by P&G
- Benefits of outsourcing market research
- Advantages of in-house market research
- Comparison of in-house vs outsourced market research
Who it is for: Students studying marketing, market research, and business strategy. (Undergraduate)
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Summary
Market research helps companies understand customers. Students learn how Procter & Gamble uses research to guide business strategy.
Qualitative and Quantitative Research
P&G uses focus groups, in-home visits and in-context visits to gather data. These methods help P&G understand consumer needs and product use.
In-House vs Outsourced Market Research
P&G conducts market research both in-house and through external agencies. The document compares the benefits and drawbacks of each approach.
Online Market Research
P&G uses online market research for its benefits. The document discusses the strengths, weaknesses, opportunities and threats of this method.
Strategies for Low Connectivity Areas
The document suggests strategies to tackle low outreach in areas with low internet connectivity. It also discusses how to ensure data truthfulness and security.
Key terms
- Focus group discussions
- Group discussions to gather consumer opinions on products.
- In-home visits
- Visits to consumers' homes to observe product use and gather feedback.
- In-context visits
- Observing consumers using products in real-life situations.
- Consumer testing
- Testing products with consumers to gather feedback before launch.
- SWOT analysis
- A method to evaluate the strengths, weaknesses, opportunities and threats of online market research.
- Habits and practices method
- A method where consumers record product use over time.
Questions this document helps with
- What are the benefits of in-house market research?
- How does P&G use focus groups for product development?
- What are the drawbacks of online market research?
Summary written with AI from the document's text.
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