Case Study for Saxonville Sausage Company
1. What is the current situation?
The current situation in the Saxonville Sausage Company case was their need to increase the awareness, customer base, and sales with their Italian Sausage products. The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company to try and expand the market they were offering their Italian Sausage products to. The company was unsure of the way they were positioning their product and before launching a new marketing strategy to a new market they needed to do some very essential research and analysis of consumers. The name of the Italian Sausage, the packaging on the product, the way they would advertise the sausage as well as the people they needed to target the sausage to were just a few of the objectives the company planned to focus on while conducting their marketing research.

2)How was the research methodology determined?
The research methodology was determined by Ann Banks based upon her previous work experience. Saxxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this. In addition to gaining a better understanding of who the Saxxonville Sausage customer was Banks needed to find a way to link the Italian Sausage product with the "core values" of their target consumer. To accomplish this she chose a method that combined both quantitative and qualitative research. The qualitative steps would bring out ideas and give a base with which to understand the target customers. The quantitative part validates the results of the qualitative research across a greater population.

3. Develop a research design and explain what behaviors, demographics, and lifestyle components you deem important and why.
Because Saxonville Sausage Company has to do a lot of research to find the new information