Marketing Research and Dunkin Donuts

Describe in depth the marketing research planning process and discuss the various forms of research instruments that can be used in obtaining qualitative and quantitative information necessary to obtain relevant data for an organization or company.

The marketing research planning process is defining the” problem and research objectives consist of find out everything need to define the real problem and the research objectives are give information on the problem, give solutions or give new ideas. Develop the research plan deals with data sources, research approaches, research instruments, sampling plan, and contact methods. Collect the information is to conduct surveys in homes, surveys over the phone, or surveys on the internet. Analyze the information deals with testing different hypotheses, applying sensitivity analysis to test assumptions and the strength of the conclusion. Present the findings present findings relevant to the major marketing decisions. Make the proper decision is the findings and support information, such as deciding to study the issues further and do more research” (Kotler & Seller, 2012 a).

Why does an organization measure marketing productivity and what metrics are used to market that productivity?

An organization measures marketing productivity to unlock profitability. Both internal metrics, such as “awareness of goals, commitment to goals, active support, resource adequacy, staffing levels, desire to learn, willingness to change, freedom to fail, autonomy and external metrics, such as awareness, market share, relative price, number of complaints, customer satisfaction, distribution, a total number of customers, and loyalty all used to market that productivity” (Kotler & Keller, 2012 a).

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...be, what they should be doing, what products they should offer, and what flavors they want. When they roll out new products, they feel very good about it and feel very confident about it. The company instituted the rule never leaving a pot of coffee on the burner for more than 18 minutes while the business is so committed to coffee quality and coffee consistency that become a major selling point to their consumers. Dunkin’ Donuts standards are the tightest in the industries. Actually, no other companies that throws their coffee away after 18 minutes” (Kotler & Keller, 2012 b).

Works Cited

Kotler, P., & Keller, K. L. (2012 a). Marketing Management (14th ed.). Boston, MA: Pearson.

Kotler, P., & Keller, K. L. (2012 b). Marketing Management (13th ed.). Pearson Learning Solutions: Retrieved April 5, 2014 https://media.pearsoncmg.com/pcp/1256054992/video/index.html