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All of the work is almost done. You have designed your research project; collected and prepared your data; and analyzed the results. It is time to communicate your marketing research findings. In orde
All of the work is almost done. You have designed your research project; collected and prepared your data; and analyzed the results. It is time to communicate your marketing research findings. In order to do so, you must be able to address the following.
1. Discuss the relative importance of the marketing research report to other stages in the marketing research process.
2. Review the components of the elements of a Marketing Report. Then identify and differentiate the three major sections of a marketing research report.
3. Distinguish among the elements of results, conclusions, and recommendations.
4. What are some alternate ways researchers may report findings? What are some important things researchers should keep in mind when using alternate or innovative reporting vehicles?
You have just graduated from college and are a newly hired researcher trainee at Georgia Metro Research. You have been asked to determine the appropriate research design for two new clients, as follow
You have just graduated from college and are a newly hired researcher trainee at Georgia Metro Research. You have been asked to determine the appropriate research design for two new clients, as follows.
Client A is a consumer packaged goods manufacturer with a well-established brand name. The client has focused on manufacturing and distribution for years while the marketing program has been set on “auto pilot.” All had worked fine, though there was a hint of emerging problems when, in the preceding year, market share had fallen slightly. Now, our client has just reviewed the current market share report and notices that over the previous 12 months, its share has gradually eroded 15 percent. When market share falls, clients are eager to learn why and to take corrective action. In these situations we know immediately the problem is that we don’t know what the problem is. There are many possible causes for this slippage. You need to determine the research design needed.
Client B is in a very competitive category with equal market share of the top three brands. Our client is convinced that it has changed every marketing mix variable possible except for package design. Since the three competitive brands are typically displayed side-by-side, the client wants us to determine what factors of package design (e.g., size, shape, color, texture) cause an increase in awareness, preference for, and intention to buy the brand. What do you recommend for the appropriate research design?
1. What research design would you recommend for each of these clients?
2. For the research design you selected for each client, explain why you believe your choice of design is the correct choice.
Case 2
Objective: Select the appropriate sampling plan.
Client A
Honda USA is interested in learning what its 550 U.S. dealers think about a new service program Honda provided to the dealers at the beginning of last year. Honda USA wants to know if the dealers are using the program and, if so, what they like and dislike about the program. Honda USA does not want to survey all 550 dealers, but wants to ensure that the results are representative of all the dealers.
Client B
A researcher has the task of estimating how many units of a new, revolutionary photocopy machine (it does not require ink cartridges and is guaranteed not to jam) will be purchased by business firms in Cleveland, Ohio, for the upcoming annual sales forecast. She is going to ask about their likelihood of purchasing the new device, and for those “very likely” to purchase, she wants respondents to estimate how many machines their company will buy. She has data that will allow her to divide the companies into small, medium, and large firms based on number of employees at the Cleveland office.
1. Of the four probability sampling methods that the researcher could use, what sampling plan should be used for each of these clients?
2. Briefly discuss your reasoning for your choice of sampling plan for each case.
Here the instructions for my exam from the instructor feedback: The memo is well organized–you clearly present your ideas. The committee senses that all 3 services need to be offered at Target. Wha
Here the instructions for my exam from the instructor feedback:
The memo is well organized–you clearly present your ideas.
The committee senses that all 3 services need to be offered at Target. What is needed is a totally new program titled “Your Target” where these plus other consumer services are featured.
Your first two concepts are easiest to develop because they mainly call for partnerships with exiting national brands (CVS for health care and one major financial institution for the banking services). Your third concept calls for extensive new logistic skills that will take time to develop.
The committee asks that you use the working title “Your Target” to develop a variety of consumer services. The first two to get this program started will be the “Minute Clinic” and “Banking”. Please develop a full marketing plan for the new “Your Target” consumer services.
This means that I need someone to develop a market plan for the first two proposed service which are the minute clinics and retail banking concepts. The name of the marketing plan should be “Your Target Consumer Services.” Please look at the memo I have typed as a guide to where I am going with this concept. I have attached my memo with the proposed services and the instructions for the marketing plan as well.
Please include this information in how to market the minute clinic services:
The online/digital communication tool that I would use to promote CVS Minute Health Clinics at Target Stores is through the use of electronic media such as social networking sites. These communication platforms can be used to promote certain behaviors thus influencing decision-making. By using social media, people stay in touch with each other, and they can provide a mean for health clinics to permanently communicate with the existing patients and potential ones. Furthermore, social media can be used to advertise and promote the Minute health clinics at Target stores, by posting information about discounts, offers, and advantages of accessing the services provided by CVS and Target. Digital methods such as Facebook, Instagram, and Snapchat will be used to promote the medical and health care services at CVS Minute Clinics at Target Stores in order to expand the business operations of both CVS and Target. Therefore, this strategic way of thinking an is an effective business tactic to attract new patients and to offer them quality health care services, while ensuring satisfaction and the probability of recommending the health clinics further to other customers and clients. Social networking sites are very important in the advertisement and promotion of the CVS Minute Health Clinics at Target Stores.
I believe that using digital methods such as social media is a vital integrated communication and marketing tool because companies have faced significant growth in the use of electronics by clients and consumers. Hence, Target and CVS need to incorporate these new technologies in their promotional strategies to keep up with the changes in marketing demands. Even though the Internet and digital methods are not the cheapest way to market directly to people, but it does create new opportunities to promote and advertise to customers and clients virtually by overcoming distance and geographic obstacles and making people aware of the medical and health services offered by Target and CVS at any time and any place.
Target / CVS using various social media tools to reach prime consumers. I think the Target website is probably the most important of the various Internet tools. Also, we should not forget that there is one VERY important tool that does not rely upon the Internet: In-store merchandising. Communicating about the CVS services inside the Target store is critical. This is where the loyal Target customer can be reached as they are active in spending money. Also, they are only a minute or two from the pharmacy, so visual and oral messages throughout the store is a very important part of the communications mix