Q1: The Market of Customer Research
As argued in the case study, conducting a market research will help in understanding the perceptions of customers towards the proposed new logo, which will further enable the management at Baskin-Robbins to model the likelihood of its success.
Q2: Research Question and Hypothesis
In understanding the likely contribution of the proposed new logo to the reputation of the company, the group should strive to answer the research question; “what is the likely contribution of a new look logo on customer perceptions of the company relative to the old one?” One possible hypothesis to be used during the research will be; a proposed logo will positively influence the perceptions of consumers towards the Baskin-Robbins brand.
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Q3: Type of Research
Should Kimmel decide to conduct a research to understand the perceptions of customers towards the new logo, they should adopt qualitative methods of researching because perceptions are products of the social sphere of life (products of human behavior), and they can best be examined using this approach.
Q4: Role of Qualitative Research
Qualitative research methods are widely applied in social sciences because they applied in studying human behavior as social beings. In this case, a qualitative research model will enable the company to collect more data than it would have been possible to collect using other research designs. Upon the analysis of such data, it would be possible to develop deeper insight into the factors that influence consumer perceptions of the Baskin-Robbins brand, including the design of its logo. For this case, it means that the company will be able to establish whether only the logo or a combination of other factors positively or negatively influence the manner in which the consumers perceive the brand. The insights developed could then be applied in making the necessary adjustments to the logo or the nature of the business stores that would then improve the competitive edge of the firm.
Q5: The Importance of Measuring and Scaling
Measures and scales are important tools in research since they enable researchers to organize their data into specific clusters and advise them into the type of statistical analyses that they should conduct. In the case study, scaling and measuring will lead the researchers selected by the firm to group data on consumer behavior in in determining their statistical significance in relation to their perceptions of the new logo being proposed.
Q6: A Critical Review of the Proposed Research Question
The proposed research question has two issues with its wording. First, it appears to be biased because it already assumes that the respondents have formed opinions of the new logo relative to the old one. In this case, it inclines most of the respondents toward the preference for the new logo instead of giving their genuine opinions of the two logos. Second, the research question is close ended, and it does not allow the respondents a chance to explain their reasons for preferring the logos in question.
Q7: Challenges in Training Interviewers
I would face the primary challenge of cultural competence considering that the study should embrace cultural diversity. For this reason, I would be required to understand the demographic composition of the target population and their cultural preferences before training the interviewers accordingly, and the process might time more time than scheduled.
Q8: The Method of Evaluating Research Findings
The analysis process should review if the study question were answered by the research and the degrees of bias that the response contains. Therefore, the applied methodology should be the central focus of the analysis, and it will help a great deal if the analysis team used research professionals who could either internally or externally sourced. When the findings of the research indicate positive statistical significance of the effect the proposed logo to the business, then the team may choose to adopt it and do the reverse for the reverse findings.
