Marketing Research Milestone 2

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Recommended: Essay on descriptive research design

In order to solve our research problem, we used a descriptive research design with two types of sample surveys that estimated the strength of competition, what attributes students value most in a haircut, and the potential effect of promotional tools on demand. The answers to our experiment will ultimately give us a general idea of how promotional tools will affect the demand of our target market, what our target market wants, and an overall sense of competition intensity.
The first questionnaire we designed was a ratio scale. The first question on our ratio scale questionnaire asks respondents to divide one hundred points among the potential Pittsburgh competitors of Profiles Styling Salon. We asked the students to answer this particular question in order to gauge the level of competition that Profiles would face if they moved their salon. The level of competition will also affect a promotional campaign. If Profiles implemented a promotional campaign when the demand for a competitor in the same area is extremely high, the promotion is less likely to capture sufficient demand for Pr...

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