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marketresearch - ProFile 2 UNIT 10 Market research Market...

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Photocopiable © Oxford University Press DUSTBIN SURVEYS A dustbin survey is a form of market research based on consumers keeping the wrappers and packaging of products they have bought. This is a useful technique for monitoring how buying patterns and consumer behaviour change over a longer period of time. It is an open-ended longitudinal research method. DID YOU KNOW? Before New Coke was launched, it was taste-tested by 190,000 people. The vast majority said they liked it. However, when the product was released, it was a flop. If you ask people how much they weigh, smoke, or drink, shame may make them underplay their answer! If two choices are given, people will tend to go for the second choice. The question ‘ Do you prefer the new model or the old model? will yield a majority answering ‘ the old one ’. Research can affect the results. This is known as the Hawthorne Effect after an experiment at the Hawthorne electrical plant. Researcher Elton Mayo wanted to establish how lighting affected production.
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