Market Research Implementation Plan

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Market Research Implementation Plan

Disney resorts currently exist in numerous locations across the world. In an effort to expand to South America, Disney must determine how potential customers, as well as locals to the Rio de Janeiro locale would feel about the new resort. Disney must utilize marketing research to make this determination, and the following discusses the four types of research methods Disney might use. Determining the research tools is an important step for the company because they are the ones that will be used to collect and analyze the data to determine the needs of the market. The objective is to examine the applicability of four different research tools such as surveys, questionnaires, focus groups and in depth interviews. The analysis will allow Disney to determine the most applicable research tool to obtain data used to make important decisions. There is also a compare and contrast section discussing pros and cons of each tool, as well as an analysis of which tool would be most effective to Disney. Finally, there is a definition of secondary market research as well as a description of how Disney will use secondary market research to determine how the resort would fair in such a location.

Types of Research Methods

Disney will use the several primary research methods to determine whether a new Disney resort would do well in Rio de Janeiro. The first research method will be the use of surveys. These surveys will be two-fold, as Disney needs to find out about current Disney visitors as well as locals in Rio de Janeiro. The surveys can help Disney get an idea of how receptive these two groups are to having a new Disney location. Questionnaires will allow Disney to determine not only how customers feel about...

... middle of paper ...

...sney can use secondary market research to complete the research process. Defining secondary market research shows how such research can effectively supplement primary market research. Disney will use secondary research such as a census of languages in Rio de Janeiro, to help verify whether Disney can benefit the local economy of Rio as well as a study of popular languages in the area, to determine if bilingual staff is necessary. The selected tools will help Disney Brazil become another successful Disney resort.

Works Cited

Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.).

Upper Saddle River, NJ: Prentice Hall.

IBGE (n.d). Home Page. Retrieved May 14, 2012 from http://www.ibge.gov.br/english/

Wikipedia (2012). Languages of Brazil. Retrieved May 14, 2012 from

http://en.wikipedia.org/wiki/Languages_of_Brazil

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