This short case study focuses on marketing research with specific reference to demand measurement. Wilfrid Clarke, who was laid off from his job as Assistant Chef at a restaurant, wants to start his own food service business. The venture will involve selling sliced pizza to convenience stores. However, in order to start the venture, he needs to assess the market demand for sliced pizza in the target area.
Marketing concepts which can be taught and tested with this case are: market demand, demand measurement, target market, catchment area, demographics, research objectives, questionnaire design, survey questions, closed questions, open questions, research methodology, data collection methodology, sampling methodology.
The case study, which is published by the Caribbean Centre for Marketing Excellence and LexicaBooksPlus, can be found here.