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Paper Instructions:

Judy Ryerson, the head of the windmill power section of the U.S. Department of Energy, was considering what types of qualitative marketing research efforts would be useful to address a host of research questions. These questions are as follows to discover results in two distinct groups: Current Use of WIndmills in the U.S How many power?generating windmills are there? Who owns them? What power?generating performance is being achieved? What designs are being used? What applications are involved? Public Reaction What are the public attitudes to various power sources? How much premium would the public be willing to pay for windmill power sources, both in terms of money and in terms of “visual pollution?” What is the relative acceptance of six different windmill designs ranging from the “old Dutch windmill” design to an egg?beater design? design one or more qualitative research designs to address the search questions and to develop hypothesis for future testing. If focus-group interviews are considered , provide a set of questions to guide the moderator. Framework - For every case, you will be expected to systematically consider each case in six categories: Research Purpose – Research Objectives – Research Design – Sampling Method and Selection – Data Collection Method – Data Analysis and Presentation –