Sociology Case Study: Market Research Statistical Technique Analysis

This sociology case study examines the application of various statistical techniques in market research, specifically focusing on understanding consumer preferences and market dynamics for baby products. The study employs cluster analysis to segment customers, conjoint analysis to evaluate consumer preferences based on product attributes, regression analysis to explore branding preferences, and discriminant analysis to assess midwives' willingness to endorse products. While the research provides valuable insights, the analysis argues that the conclusions drawn may be incomplete due to the lack of consideration for product quality, competitor analysis, and other factors influencing consumer behavior. Desklib offers a platform for students to access this and other solved assignments.

Running head: SOCIOLOGY
Sociology
Name of the student
Name of the university
Author note

1SOCIOLOGY
Outline and Explanation of statistical technique
In this given case study, market research has been conducted in the different stages of
the researches to identify the potential target market and their preferences. In the first stage of
the research, the study has conducted a market survey with 600 new and expecting mothers to
understand the need and demand of the product in the market. Cluster analysis has been used
as a statistical method to develop a homogeneous group of customers1. It has facilitated in
identifying the consumers segments and has identified uniform common characteristics
among all participants in the Australia.
The next part is the extension of the previous online survey which aimed to examine
the attributes that influence the preferences of the consumers. In order to conduct this
analysis, the research consultant has use conjoint analysis which facilitates in distinguishing
the ways respondents in the research evaluate and perceive the diverse variables within the
products2. This has facilitated in understanding the buying behaviour of the consumers based
quality and price.
The next part of the survey consists of conducting an online survey with 700
respondents to explore the consumers branding preferences. In this scenario, regression
analysis has been used as it is the most effective method of understanding the change in one
1 Hulland, John, Hans Baumgartner, and Keith Marion Smith. "Marketing survey research
best practices: evidence and recommendations from a review of JAMS articles." Journal of
the Academy of Marketing Science 46.1 (2018): 92-108.
2 Malhotra, Naresh K. Essentials of marketing research: A hands-on orientation. Essex:
Pearson, 2015.

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variable based on other variables3. Regression analysis has been used to examine the changes
in preferences of the consumers in respect to the branding and advertisement capabilities of
any product.
The next online survey was conducted through online survey and structured
interviews in focus groups to address midwives. In this study, the willingness of the
midwives to endorse branded baby products have been examined. This facilitates in
understanding the factors which will motivate the midwives to promote the branded products.
Discriminant analysis is used to evaluate the group membership based on the characteristics
of the diverse variables used in the research4. The final stage of the research was addressing
co-creation groups to conduct test marketing by promoting the products and develop
engagement with new mothers.
Agreement with the drawn conclusion
I am not fully agreeing to the conclusion made from the different surveys and
interview conducted in the research. The results lack key insights such as in case of co
creation groups there is no evidence on the likeability of the products in comparison to the
competitors in the market. Moreover, quality is a factor which has not been considered in the
results as quality of the baby product should be a key criteria but the result and the market
research has not addressed this crucial point. The product alternatives also needs to be
3 Shepherd, Dean A., and Andrew Zacharakis. "Conjoint analysis: A window of opportunity
for entrepreneurship research." Reflections and Extensions on Key Papers of the First
Twenty-Five Years of Advances. Emerald Publishing Limited, 2018. 149-183.
4 Hu, Junlin, Jiwen Lu, and Yap-Peng Tan. "Sharable and individual multi-view metric
learning." IEEE transactions on pattern analysis and machine intelligence 40.9 (2018): 2281-
2288.

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surveyed to understand the choices of the baby products. Moreover, price and branding of the
product cannot be the only factors affecting the purchase decision of the midwives and other
consumers. Therefore, the results lack clarity and does not provide adequate insights to
develop effective market strategy.

4SOCIOLOGY
References
Hu, Junlin, Jiwen Lu, and Yap-Peng Tan. "Sharable and individual multi-view metric
learning." 40.9 (2018): 2281-2288. IEEE transactions on pattern analysis and machine
intelligence
Hulland, John, Hans Baumgartner, and Keith Marion Smith. "Marketing survey research best
practices: evidence and recommendations from a review of JAMS articles." 46.1 (2018): 92-
108. Journal of the Academy of Marketing Science
Malhotra, Naresh K. Essentials of marketing research: A hands-on orientation. 2015. Essex:
Pearson
Shepherd, Dean A., and Andrew Zacharakis. "Conjoint analysis: A window of opportunity
for entrepreneurship research." (2018). 149-183. Reflections and Extensions on Key Papers
of the First Twenty-Five Years of Advances. Emerald Publishing Limited