((Meel and Romans, 2010)
The present database marketing plan will examine the database and discover the following: (1) what information is in a customer file? (2) What internal information exists that can be linked to a customer file? (3) Is the information up-to-date? (4) What information exists externally?
III. Market Research Plan Implementation
Customer surveys will be developed and mailed as well as emailed to customers and will ask questions concerning the purchase habits of the customer including purchases made through other channels and from other companies by current customers. This will assist in understanding the customer's wants and needs and assist in informing the company of how it may best serve the customers and gain more of the market share simultaneously.
IV. Research Questions
Research questions asked in this marketing research plan will include but not be limited to the questions as follows:
(1) Why did you purchase the item[s] that you purchased from our company?
(2) Did price determine your purchase?
(3) Did service determine your purchase?
(4) Did location determine your purchase?
(5) Was your purchase conducted online via the Internet?
(6) Would you refer your friends and associates to our business? Why?
(7) Is there anything that would result in you purchasing more often from our company?
(8) Is there any factor that would result in purchasing less often form our company?
(9) Are there any brands that our company presently does not carry in its' stock that would increase your shopping with our company?
(10) Are the prices in our store competitive with prices in other stores that are comparable to our business?
V....
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