Business

 

Objective: The objectives of this case are to identify appropriateexploratory research strategies for the situations described and toconsider factors in developing effective research methods, e.g.,questionnaire, focus group, etc. 

Scenario: Edward Jones is the only major brokerage firm in the U.S.that exclusively targets individual investors and small businesses. The companys philosophy is to offer personalized services toindividual clients starting with a one-on-one interview. This interviewforms the basis of an investment strategy that provides a client withincome, growth, and safety. See website at www.edwardjones.com. 

 Imagine you are hired as a marketing researcher in a firm comparable toEdward Jones. The CEO of the firm approaches you with the following:

 1. Many people in minority groups, including African Americans,Hispanic Americans, Asian Americans, and Native Americans,do not invest. What exploratory research can be done todevelop business with these minority markets? 

2. Another group with low investment activity includes those whostopped their education at the high school level. What factorsshould the organization consider in designing focus groupswith these potential clients? 1 / 2

 You make an initial plan to address the CEOs questions/concernsincorporating the following: 

Ethical considerations in Marketing Research

Focus Groups, Depth Interviewing, or Observation Method 

Type of Likert Scale to use in questionnaire 

What to consider as a primary approach in the scientificmethod, e.g., what is the major research question? What doyou really want to know? 

Writing guidelines for your paper: 

-6 pages (not including title page and references page) 

-Double-spaced with 1-inch margins and typed in 12-pointTimes New Roman.

-Proofread for spelling and grammar mistakes. 

-APA style. 

-Cite all texts used, including page numbers to avoid plagiarism. 

-Incorporate a thesis statement and conclusion that are bothsupported by research and analysis.