Case Study - Grey Advertising Canada Dry Account

First stage research, in-depth interviews For the first stage of research in depth interviews were employees to generate the ideas, directions and question wording is to be used in the second stage of the research. These interviews could last for up to two or three hours. We feel to obtain or generate better ideas; directions and question wording for the second phase a focus group to study would have yielded the better results. The main …

…attitudes to Canada dry and competitors' products on the attributes identified in the focus groups. *To report the demographics of consumers. *To determine the price levels that different consumers are willing to pay. *To determine the influences on consumers when purchasing soft drinks and mixers. *To determine sources of information consulted & soft drinks and mixers. *To determine rate of repeat purchase the soft drink and mixer markets. *To determine consumers loyalty to existing brands.