Marketing esearch 6855
The purpose of this paper is to apply the principles of Marketing esearch process by conducting secondary research for a real life organization and proposing primary research which can be done in the light of secondary research. The first section of the paper presents an analysis of Starbucks using SWOT, 5Cs Analysis, and five forces model. The second section proposes primary research to solve a specific marketing problem.
Situation Analysis for Starbucks
Situation Analysis gives a comprehensive overview of a firm's internal and external environment by analyzing its strengths, weaknesses, opportunities, threats, competitive environment, customer profile, collaborators, and overall business climate (Kotler, Brown, Burton, Deans, & Armstrong, 2010). This section explains the situational analysis for Starbucks using 5Cs Analysis (Company, Customers, Collaborators, Competitors, and Climate), SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats), and Michael Porter's Five Forces Model (Existing rivals, new entrants, substitutes, bargaining power of suppliers, and bargaining power…...
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References
Jolliffe, L. (2010). Coffee Culture, Destinations and Tourism. Channel View Publications
Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, 8th Edition. U.S.: Prentice-Hall
Kurtz, D.L., MacKenzie, H.F., & Snow, K. (2010). Contemporary Marketing, 2nd Edition. Toronto: Nelson Education
Again, this could become a major competitive advantage in the core markets the company sells into today purely from a location and demographic standpoint.
Multichannel retailing and commercial distribution strategies based on customers' unmet needs - This is another major area that Kudler is not addressing today in any research, and this needs to become a strong focus if the company is going to continually attract new customers. Expanding into other geographic regions is just the beginning; the company needs to look to create an online store, also provide innovative and time-saving delivery options for commercial deliveries to restaurants and resorts in the area, as this will need to significantly increased sales.
Psychographics and needs-based segmentation study. There is also the need to define who their customers are over and above the specific demographic data that is easily obtained online from local governments and from free research providers. Kudler needs to…...
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References
Columbus (2005) - Best Practices in Voice of the Customer Programs. Louis Columbus. CRMBuyer.com. Accessed from the Internet on December 17, 2006 from location:
Alstyne, Marshall van, Erik Brynjolfsson, and Stuart Madnick (1997). "The Matrix of Change: A Tool for Business Process Reengineering." MIT Sloan School Working Papers available on the Internet, accessed on December 17, 2006:
Maketing Reseach
Explain the diffeence between maketing eseach and a DSS.
Maketing eseach may povide data fo use in a DSS as input, but the knowledge component is an aspect of the human expet paticipation in the gatheing and analysis of data. Indeed, some compute modeling platfoms (such as Bayesian Belief Netwoks) employs a combination of data, modeling softwae, and the judgment of expets to make decisions about, fo instance, a poduct launch. Conventional maket eseach employed if-then scenaios only with geat expenditues of esouces, wheeas, with a decision suppot system, these scenaios can be changes expediently. Howeve, as with any automated system the quality of the decision is only as good as the quality of the input, an attibute that is difficult to assess in a lock-step pocess using an ove-simplified inteface. As machine modeling eaches moe disciplines, moe examples of how (and how much) these systems can fail. This is…...
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references and needs. Also, the proliferation of products and services, much of which is advertised on digital or mobile platforms, puts an emphasis on differentiation by consumers. Inbound marketing also provides consumer information that can be applied to new promotions.
5. Why are secondary data sometimes preferred to primary data?
Secondary data is less expensive to gather, and if the population was very large in the original study, the data may be more accurate or more valuable
These issues are discussed further below.
Importance of esearch in elation to an Organization's Marketing Strategy and Tactics. In recent years, savvy marketers have increasingly been targeting discrete consumer segments through differentiated marketing techniques. According to the authors, "The distinctive nature of various consumer groups such as children, the elderly, women, and ethnic minorities has made them attractive market segments" (p. 364). Market segmentation and targeted marketing, though, are not without their dangers if what is being marketed is inappropriate for the intended consumers. "Targeting potentially harmful products at vulnerable and disadvantaged consumers such as children, the elderly, and inner-city residents has received negative publicity and been subjected to damaging litigation" (p. 364). In an increasingly dynamic and increasingly competitive globalized marketplace, though, companies that fail to take advantage of the tools that are available will be at a distinct disadvantage, but even companies that are not specifically engaged in…...
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References
Choudhury, P. & Cui, G. (2003). Consumer Interests and the Ethical Implications of Marketing: A Contingency Framework. Journal of Consumer Affairs, 37(2), 364.
Marketing research results may either be confidential or may be posted publicly for any people to see. From the previous question, I was provided with the idea of considering whether I should make the marketing research results private or public. Communicating marketing research results may not be necessarily confidential or public. Instead, concerned individuals such as the customers and clients should be the major focus as to where marketing research results should be communicated. By allowing some confidentiality to the process of communicating marketing research results, the customers and clients can be similarly protected.
How this learning relates to the current business activities or issues?
Competition is always the name of the game in any industry. Especially in businesses, there are always competitors who would try to vie for an increase in number of customers and clients. The learning in this paper relates to the current business activities because it provides…...
Marketing Research & Strategy
Analysis of "Driving your market" by David hitlark and Chad Allred
David hitlark and Chad Allred's journal article in Marketing Research, entitled "Driving your market," looks into the benefits of research in creating marketing strategies for products or services that a company will introduce in the consumer market. Studying in particular the hierarchical values map (HVM) as the primary tool of measurement in research, hitlark and Allred enumerates the functions of HVM in determining the consumer's propensity to patronize a product. Moreover, through HVM, the researchers discussed the extent in which market-driving strategy is generated, a new concept in marketing that reflects consumers' preferences and attitudes toward a product or service that they have yet to try or buy.
Centering the discussion on the functionality of HVM in determining market-driving strategies, the researchers identify the benefits of HVM in allowing companies and organizations to know the general marketing environment…...
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Work cited
Whitlark, D. And C. Allred. (2003). Driving your market. Marketing Research, Vol. 15, Issue 4.
Marketing Research of Gourmet Grocery Store
The organization is not a chain of stores, but a group of three stores of medium size located at La Jolla, Del Mar and Encinitas in the San Diego area. The store is not trying to compete with the big marketing chains to achieve high volumes. At the same time, it has a very fine image, as it is located in high class shopping areas. The concentration of the store is on selling of food items consisting of "Fresh Bakery and Pastries, Fresh Produce, Fresh Meat & Seafood, Condiments and Packaged Foods and Cheese's and Specialty Dairy Products." Thus all marketing efforts have to be concentrated in these areas.
The objective of all marketing is to increase the level of profits that are being achieved through the business, and these are probably the objectives, which are the concern of all areas of business. Since the sales…...
Marketing Research Case Study
Case 2.2 is an examination of BAIGlobal, a marketing research firm that provides information on credit card and direct mail customer interactions. Recently BAIGlobal has expanded into the international marketplace, and their team of direct marketers is currently experiencing new challenges. Formerly working only within the United States, BAIGlobal faces many new challenges upon entering the international marketplace. Among the new products include Inside Track which provides information on credit card and direct mail customer retention and Mail Monitor which analyzes the performance of credit card and direct mail acquisition programs. Clients include large corporations such as AT& T, Chase and Pfizer Inc.
CASE QUESTIONS:
Does BAIGlobal seem to perform cross-sectional or longitudinal studies.
BAIGlobal performs cross-sectional studies, because their marketing research involves measuring the performance and retention of services provided by multiple companies over a period of time, to account for trends across all companies during that time. If…...
Marketing Research
The authors looked at the effects of scents on recall of brands. They noted that, in spite of a lack of research, ambient scents are already being used in a variety of retail settings including grocery stores and restaurants. They are used for other purposes in both offices and subways. In two different studies, participants looked at photographs of brands. Some brands were familiar to the participants and some were not. Images were delivered via computer for specific lengths of times. During these episodes, a diffuser distributed scent into the room. 24 after this activity, the subjects' recall, for both name brand and recognition, were tested. In both studies, the presence of an ambient scent improved both recognition and recall. The authors provided supporting evidence for their research, including research demonstrating a tie between scent and memory, a possible scientific explanation for that tie, and an example of this…...
((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…...
Marketing Research Questions1. Describe the typical steps in the market research processMarket research is the systematic process of collecting, analyzing and interpreting data pertaining to market conditions (Clow & James, 2013). It comprises of five steps. The first of these is the problem definition, which involves clarifying the overarching opportunity or problem, such as why a product is losing market share or the best strategy for launching a new product to a target population (Clow & James, 2013). In the problem definition step, the researcher carries out focus group discussions, interviews, estimations, simple observation, and physical assessments to ascertain that a problem exists and needs to be addressed. By the end of step one, the researcher has identified that a problem exists, developed the research objectives, and formulated hypotheses.The second step involves determining the methods and techniques to be used in gathering relevant data that will provide answers to the…...
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References
Alexander, J. (1992). Handbook for Evaluating Objective Prison Classification Systems. San Francisco, CA: US Department of Justice.
Blythe, J. (2013). Principles and Practice of Marketing. SAGE.
Clow, K. E., & James, K. E. (2013). Essentials of Marketing Research: Putting Research into Practice. Thousand Oaks, CA: Sage.
Review
The study by Telpaz, Webb and Levy (2015) looks at whether electroencephalography (EEG) can be used to predict consumer behavior. The researchers conducted an experiment in which the EEG was used to measure brain activity while consumers looked at different consumer products. The EEG, when placed at a close enough distance, and when preference for one product over another was strong (resulting in different brain activity), the EEG reading was an effective means of predicting consumer purchasing choices.
The relevance of the study is that it provides retailers a cheap but effective way to determine consumer behavior so long as the right conditions are met. In order for EEG to be an effective predictor of purchasing actions, the ordinal and cardinal distance has to be substantial. If the EEG activity is not significantly different from one product to another the predictive value of this method declines. The meaningful finding of the…...
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References
Telpaz, A., Webb, R., & Levy, D. J. (2015). Using EEG to predict consumers’ future choices. Journal of Marketing Research, 52(4), 511-529.
Marketing esearch
According to Green and Tool (1993) "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing." The main aim of marketing research is to enable the beneficiary to take some steps, some that may be risky, though with confidence hence the need for observing absolute objectivity. It is due to this need that marketing research does adopt a scientific method and approach that will help turn the personal opinions, prejudices and notions into hypotheses and consequently test them in an empirical manner. The alternative views are also given due considerations independently as long as they can be of interest to the researcher.
Significance of marketing research
In the field of marketing, research is not just for the aim of learning but is a very central component in the good decision making process. This is…...
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Reference
Andrea Rodrigues, (2011). GM India Could Begin New LCV Production at Halol Facility after
Devise P and marketing strategies to earn greater trust, typing their performance back to the perceptual maps as a measure of performance. This is also a critical step as it will show the progress over time of selected marketing and P strategies to gain greater trust and credibility back.
Develop Voice of the Customer Programs and aggressively pursue getting channel members involved. Getting customers to have a sense of ownership over the products and also showing the willingness to act on their feedback is also critical for getting the company trusted again, and also ensuring product strategies are aligned with customer needs.
Initiate a Partner elationship Management system to measure the financial implications of both the recall and marketing strategies on the performance of channel partners and resellers.
eferences
Associated Press, (2007). Mattel issues new massive China toy recall. etrieved October 9, 2007, from MSNBC Web site: http://www.msnbc.msn.com/id/20254745/
CM Buyer (2005) - Searching for Blue…...
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References
Associated Press, (2007). Mattel issues new massive China toy recall. Retrieved October 9, 2007, from MSNBC Web site: http://www.msnbc.msn.com/id/20254745/
CRM Buyer (2005) - Searching for Blue Ocean Strategies. Louis Columbus. CRMBuyer.com. September 23, 2005. Accessed from the Internet on October 9, 2007:
Were the subjects giving their answers or the answers that the interviewers were trying to elicit? The lack of uniformity in the interview process makes that an impossible question to answer.
The focus groups themselves also had some basic problems. Besides being relatively small, they were not anonymous. In fact, each participant's name was recorded on a note card at the onset of the discussion. According to the case study, only the community school leader knew their actual identities, but their identities were not anonymous. Given the nature of this study, that was not a sufficient amount of protection for their identities. With regard to drug use and interaction, it would seem that the participants would want anonymity from this individual above all others. With that it mind, it seems clear that not all responses recorded were as honest as they might have been with the guarantee of anonymity. This…...
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Reseach Associate Jennifer F. Lawrence prepared this case under the supervision of Professor V. Kasturi Rangan as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation.
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Impact of Valuation Methods and Concepts on Essay Conclusions Introduction: In academic essays, drawing sound conclusions requires a thorough analysis of the presented arguments and evidence. Valuation methods and concepts play a crucial role in shaping essay conclusions by providing a framework for evaluating the worth or significance of different perspectives. By understanding the principles underlying these methods and concepts, essayists can draw well-supported and persuasive conclusions. 1. Determining Value and Significance: Valuation methods help determine the relative value or significance of different arguments or ideas. Comparative valuation, for example, involves weighing the strengths and weaknesses of multiple options to identify the preferred choice.....
Integrating digital marketing strategies can greatly enhance the effectiveness of traditional marketing methods by expanding the reach and impact of marketing campaigns. In the MBA marketing research paper, some key ways in which digital marketing can complement traditional methods include:
1. Targeted Advertising: Digital marketing allows for highly targeted advertising based on demographics, interests, and online behavior. By combining traditional advertising methods with digital targeting techniques, businesses can reach highly specific audience segments, leading to more effective campaigns.
2. Data-driven Insights: Digital marketing provides access to real-time data and analytics that can be used to measure campaign performance and optimize marketing strategies.....
Short brand stories on packaging play a significant role in influencing consumers purchase intention of natural cosmetics. These stories provide valuable information about the brands values, mission, and ingredients, creating a connection between the consumer and the product. Numerous studies have shown the impact of storytelling on consumer behavior, with many consumers preferring brands that tell a compelling story. In the context of natural cosmetics, where consumers are increasingly seeking transparency and authenticity, brand stories can help differentiate products and build trust with customers.
Research in consumer behavior has shown that emotions play a critical role in purchasing decisions. Brand....
Impact of SARS-CoV-2 on the Travel and Tourism Industry
The COVID-19 pandemic, caused by the novel coronavirus SARS-CoV-2, has had a profound impact on the global travel and tourism industry. This industry is a major economic driver, accounting for approximately 10% of global GDP and creating millions of jobs worldwide. However, the pandemic has led to widespread travel restrictions, border closures, and a decline in consumer confidence, resulting in severe losses for businesses in the sector.
The economic impact of SARS-CoV-2 on the travel and tourism industry has been significant. According to a report by the World Travel and Tourism Council (WTTC),....
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