Question The objective of my research is to evaluate what attributes people generally look for in an ice cream and how ice cream by 'xyz company' (a company that is new entrant in diary business) will be taken by the potential consumers.
I mainly wanted to know what sort of research design would be appropriate for this study.
I was wondering how we should develop our hypothesis? Should we carry out focus group to determine how people rank diiferent attributes regarding ice cream or is there a better way? Secondly after the development of hypothesis what is the best method to test it. Should we carry random surveys from households or something like mall intercept survey?
Your feedback and guidance will be highly appreciated
Regards
Nalaa
Answer Two levels of answer:
1.Focus groups can provide direction but not definitive answers - ideally they should be followed by a quantitative survey.
2.The quantitative survey would ask participants to rate the various attributes that are important to them in choosing an ice cream. It should also ideally ask about their current awareness and purchasing of ice cream brands, ice cream advertising, and flavors, to give an indication of their preferences.
If the none of the above is possible, consider Google, there may be some data/information available. Failing that, there are some companies that sell data about markets such as ice cream - Forrester Research for example. Can't vouch for or against them. The information won't be particularly cheap - maybe a thousand dollars or more.
If you're on a budget or have no budget, I recommend exploring
Google. Might find some useful data.
