Individual Case Pilot Response: Big Wind
1. What type of research should URS do?
Urs should use exploratory research to begin her new Big Wind project (Kotler & Keller, 2012, p.46). This type of research will allow her to define problems with using existing sources of energy and suggest a solution to the problem through the usage of her windmill system idea. She will be able to explain to her potential customer base the benefits associated with transitioning to her windmill system through the use of exploratory research. Once Urs has defined the problem and identified possible solutions she will be able to determine the best research plan, data collection techniques and all the other data needed. The outcome of the exploratory research will provide her with significant insight into the best way to present her idea. This initial research can be used to establish the why, how, when and any other secondary and primary data behind the adoption and implementation of her windmill system.
2. What different research methods should be required to assess the demand for farmers versus small business?
Developing an alternative source of energy will benefit both farmers and small businesses because it would reduce energy costs. In order to communicate the impact of her Big Wind project, Urs needs to apply the most effective research approach to sell her idea to these target markets. By using a more qualitative approach, she can gather the data she needs from the farmers. Through focus group research, Urs can gather data to discover whether or not the farmers would be interested in purchasing her product. The farmers in the focus group would be representative of the demographic Urs wants to target. This would provide a forum for her to discuss and introduce her proposed ideas, gauge whether the farmers would be willing to purchase her product, what price they would be willing to pay and whether or not they are worth pursuing. Urs can also use observational research with the farmers to gain an understanding of how they live and why her energy-saving windmill would be useful (Kotler & Keller, 2012, p.47). For small businesses, Urs can use survey research to collect data. She can design questionnaires to assess the business owner’s feelings toward the new Big Wind system, their knowledge of the Big Wind system and any other primary data that would be beneficial. She can also utilize focus groups of small business owners to educate them on her project and get feedback from them on her proposed idea (Kotler & Keller, 2012, p.47).
3. What market opportunities are there for this product?
Energy conservation is becoming more common all over the world. As people become even more environmentally conscious, products like Urs’ Big Wind project has substantial appeal. The case pilot discussed farmers and small businesses as market opportunities for this product. Urs could also capitalize on her Big Wind project if she could discover ways to make the windmills more affordable and improve their efficiency. She has the ability to expand her customer base to include private homeowners, utility companies and places like universities and small communities with the capacity to incorporate windmills on their property. Smaller versions of her windmills would provide these markets better accessibility by providing an alternative to electrical energy and a means to save energy and reduce costs.

References
Kotler, P. & Keller, K. (2009). A framework for marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.