Suppose, the CEO of Speech Processing mentioned during their quarterly planning meeting: “The degree of loyalty may provide a business like ours with insightful information. Hard-core loyals can help identify our products’ strengths; split loyals can show us which brands are most competitive with its own; and by looking at customers who are shifting away from our brand, we can learn about marketing weaknesses and attempt to correct them.” Which segmentation approach is addressed by the CEO in the given case?

Suppose, a researcher organises a gathering of students from similar backgrounds to discuss their opinions on their student life. This inductive research asks study participants about their beliefs, opinions and ideas. Discussants are observed through a two-way mirror. Which research design (a), and research approach/method (b) is employed in the given scenario?

Anexia is headquartered in Austria. The focus of the international cloud service provider and internet service provider is on customized and high-quality solutions in the areas of cloud and managed services as well as individual software, app and web development. Amazon web services, Microsoft Azure, Google Cloud are their main competitors. The company formulated the following goal for 2024: “Our objective is to achieve 90 percent dollar market share in the cloud service market within 4 months of product introduction.” Which of the criteria for goal formulation is neglected in the given example?

After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. A firm can rarely take a census of all possible users of a new product nor can they all be interviewed. Therefore, a firm must select a sample of the group to be interviewed. A sample is a subset from a larger population. 

Which sampling approaches are used in the following cases? 

a) Suppose, a researcher at Lauder Business School divides incoming students into mutually exclusive groups (such as cohorts IBA2024, IML2024, SFBA 2024), and draws a sample of the groups to interview.

b) Imagine, a researcher at Lauder Business School is equipped with a list of all incoming students. He generates a random number (i.e., 5) and thus, selects every 5th student as a prospect for his study.

Imagine the following scenario: For the Austrian brewery Stiegl distribution is an important element of their strategy. Imagine, the company aims to expand its current product range to customers in Brasil, besides serving clients in Austria and further countries through their webshop. Which strategic alternative according to Ansoff is applied in the given case?

Imagine, the Austrian broadcasting company ORF aims to conduct a focus group discussion in order to generate new ideas for a radio show. For this purpose they hire a market research agency. The moderator invites 8-12 participants to discuss their ideas, opinions and preferences. Which research design is employed in the given case?

Costa Cruises is an Italian cruise line founded in 1948. Based in Genoa (Italy) the cruise line primarily caters to the Italian cruise market, but the company's 10 ships, which all sail under the Italian flag, provide itineraries sailing to countries globally. Imagine, Costa cruises classifies customers in three groups: passengers who travel alone, with their family or due to business reasons (networking/conferences). The airline thus specialises in groups of people in whom one of these motives dominates. Which segmentation approach is used in the given case based on the information provided? 

Suppose, Daniel is interested in Brompton bikes. The iconic folding bike can be transformed into a neatly folded, easily carried package within a few seconds. Its small size means that it is welcomed on most public transport (even during peak times) and inside buildings for safe storing. Daniel decides to browse the Brompton website and aims to consult a bike-store in the near future to get more information about Brompton bikes. After recognising a need or want, consumers search for information about the various alternatives available to satisfy it. Which information source is Daniel referring to?