Case 5.1 Disaster and Consumer Value
After September 11, 2001, U.S. consumers showed
a desire to tone down their consumer activities.
They ordered simpler foods in restaurants and
spent more time at home. Therefore, a lot of marketing campaigns began emphasizing down-home
themes.
At some point after a disaster, it is time to get back to business. But, major catastrophic events are likely to leave permanent
changes on consumers and employees in those areas. Suppose you
are approached by the owner of several delicatessens and full-service
wine stores in the Gulf Coast area. It is January 2006, and they want
to get back to business. But they are uncertain about whether they
should simply maintain the same positioning they had previous to
Hurricane Katrina and Hurricane Rita. They would like to have a
report from you within eighty days.
1. How could each classification of qualitative research be used
here?
2. What qualitative research tool(s) would you recommend be used
and why?
3. Where would you conduct any interviews and with whom
would you conduct them?
4. ETHICS Are there ethical issues that you should be sensitive to in
this process? Explain.
5. What issues would arise in conducting a focus group interview
in this situation?
6. Prepare a focus group outline.