Marketing Research Plan the Objective Research Paper

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Total Length: 1004 words ( 3 double-spaced pages)

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((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 our company?

(2) Did price determine your purchase?

(3) Did service determine your purchase?

(4) Did location determine your purchase?

(5) Was your purchase conducted online via the Internet?

(6) Would you refer your friends and associates to our business? Why?

(7) Is there anything that would result in you purchasing more often from our company?

(8) Is there any factor that would result in purchasing less often form our company?

(9) Are there any brands that our company presently does not carry in its' stock that would increase your shopping with our company?

(10) Are the prices in our store competitive with prices in other stores that are comparable to our business?

V. Evaluation

Following quantitative as well as qualitative evaluation of the answers provided by customers the answers received will serve to inform the focus group discussions which will be the second step in the marketing research plan geared toward obtaining useful and pertinent information to inform the company of its future marketing strategies.

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VI. Focus Group Discussion

The sampling in this study will be a randomly selected group from among customers who respond to the customer surveys. The focus group studies will serve to hone in on relevant information that will serve to inform the company's marketing strategies as well as identify internal and external factors that should be considered when developing the marketing strategies and for targeting new customers while retaining existing customers and increasing the purchasing habits of existing customers......

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