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Advantages and disadvantages of using the internet for research
Market Research Implementation Plan: Problem Identification and Project Outline
Market Research Implementation Plan
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Marketing Research Implementation Plan II: Research Tools
The Coach Company’s continued development of new categories further establishes the signature style and distinctive identity of the Coach brand. (coach.com, 2011). Therefore, Plan II of the marketing research plan will focus on the research tools that will be utilized.
Team D will explore four different research tools. The research tools that will be discussed are mail surveys, web/internet surveys, personal interviews and focus groups. The paper will further compare and contrast the four research tools and analyze the applicability of the tools selected. The analysis will include tools that are most and least applicable.
The Four Research Tools
Mail Surveys:
Mail surveys are considered one of the most prevalent methods of conducting surveys. “Mail surveys are especially helpful due to their comparatively low data collection costs and ease of administration.” (marketstreetresearch.com, 2004) Coach can utilize this research method quickly, without difficulty and cost effectively.
Coach can use mail surveys to gauge customer satisfaction with the new product. By using mail surveys, respondents will complete a questionnaire and return it in the mail to the company. A follow-up communication method will be implemented which may include sending a postcard, letter or telephoning the respondents to remind them to complete and return the survey. The information will be collected and analyzed.
Web/Internet Surveys:
“Computers and interactive technology are revolutionizing the way surveys are conducted.” (Aaker, Kumar & Day, 2007). Web-based marketing research has an advantage over traditional market research methods in that it is of high quality, fast and inexpensiv...
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... plan. Team D has conclusively determined that mail and internet surveys are more applicable and worthwhile for the company to use. Despite the benefits of personal interviews and focus groups, they are ultimately more costly and timely. Coach values its core principles and understands to compete in a global environment for the long term; it will continue to use market research and is ready for its next marketing phase.
Works Cited
Aaker, D.A., Kumar, V., Day, G. S., (2007). Marketing Research (10th ed.), Information From
Respondents: Survey Methods. John Wiley & Sons
Coach Company Online. (2011). Retrieved from:
http://coach.om/online/handbags/genWCM-10551-10051-en/Coach_US/CompanyInformation/InvestorRelations/IR_FinancialReports
Market Street Research. (2004). Retrieved from:
http://www.marketstreetresearch.com/capabilities/methodology-internet.htm
The methodology of this research project included both qualitative methods and quantitative methods. The qualitative methods were used for primarily background information and specific examples of respondents that would be considered part of the target market. The quantitative methods included a distributed survey and a collection and analysis of the results using statistical software.
Two sampling methods include mail surveys and convenience sampling, a variation of a nonprobability sample. Mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interview bias. Convenience sampling, a nonprobability sample, the only criteria is the convenience of the unit to the researcher, fast and uncomplicated, but the sampling error not determined.
To have these questions answered, our team has used various research methods. First was the survey method. With a sample size of 42
The data for the primary research was collected through online surveys with sports fans and one-on-one sessions and focus group with athletes.
The current study will be conducted through the focus group method. It was deemed appropriate for the research investigation because, focus groups are a distinctive and convenient¬ method for gathering qualitative data. They explicitly use group interaction as a part of the method. It encourages participants to be active and exchange their knowledge and ...
Brand Reputation of coach is an extremely important feature to the business. Though it has taken many years and millions of dollars in development, the coach “C” and other logos within Coach are very recognizable to consumers. When you see or hear of Coach you know it’s a quality “luxury” product that is made affordable for the middle class. The brand image also leaves costumers with a feeling of success because of the companies
Contents 1. Introduction……………………………………………………….2 2. Annotated Bibliography 1………………………………………….2 2.1 Evaluations and Reflection………………………………….. 2 3. Annotated Bibliography 2………………………………………….3
I used the informative field report approach so that I could get the results I wanted and conduct proper research. I was able to get results based on how my peers answered my survey questions. Overall, I was able to Situation (Background):
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
Malhotra, N.K., 2002. Basic Marketing Research: A Decision-Making Approach. Upper Saddle River, New Jersey.: Prentice Hall.
I have chosen the market research because it is the very first step of most economical process. Philip Kotler (1994) define the marketing research as
Lack of response is the main disadvantage for mail surveys. The group survey is another low cost form, however the individual respondent is interviewed in a group. The disadvantage with group surveys are the logistics of marshaling the respondents to one location and the perception by respondents that grouping posses less anonymity. Electronic surveys are a relatively new addition in survey research and could very well become comparable to the telephone survey. Electronic surveys are advantageous for the low cost as well as ease in delivery. Because the delivery method is through internet, and the general population does not
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future