In addition to demographic and psychographic information, we will also focus on triggers. For non-online customers, the main trigger is brand identification and reinforcement; for online customers it is direct action (Thiel, 2008) so that line of questioning will be structured differently for the two mediums. For the survey, we will use our 250,000 strong database.
Reaching competitor's customers is trickier. Without the benefit of a database, a smaller sample size will need to be used. We have a basic understanding of the demographics we serve. Our customers may serve other demographics, but those customers that do not fit with our demographics are unlikely to switch. Our survey design will therefore be focused on members of our key demographics. We will specifically ask about purchasing habits with respect to us or our key competitors and filter out those respondents who shop at our competitors. We will need to continue this exercise until we have gathered enough respondents in both the C. And D. categories as to be statistically significant.
Conclusion
As a mid-sized retailer of men's clothing, we have a strong internal database from which to draw research on our existing customers. Marketing to in-store customers, online customers and multichannel customers will be slightly different for each category. Therefore, we will run two surveys, one online and one in-store. We will separate customers immediately by which of the three categories they are, so that we have a sound breakdown of the demographic, psychographic, purchasing behavior and communication behavior for each...
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