CHAPTER 5 Retail Marketing Research Event

1
CHAPTER 5Retail Marketing Research Event

• Scenario
• You have been hired by a major home improvement
  chain store to conduct customer research.
• The companys current advertising campaign
  emphasizes personalized customer service, using
  actual testimonials from satisfied customers.
• Now the company wants to survey a cross section
  of customers to determine if the store is
  delivering on its promises.

(continued on the next slide)
2
CHAPTER 5Retail Marketing Research Event

• Scenario
• The purpose of your research is to determine
  customer perception of the company, expectations
  for customer service, and level of customer
  satisfaction.
• You will analyze current media and its
  effectiveness and propose institutional promotion
  campaign activities for the home improvement
  store chain.

(continued from the previous slide)
3
CHAPTER 5Retail Marketing Research Event

• Description
• The written entry will consist of the following
  parts
• Executive Summary
• Introduction
• Research Methods Used in the Advertising Media
  Analysis
• Findings and Conclusions
• Proposed Institutional Promotion Campaign
• Bibliography and Appendix

4
CHAPTER 5Retail Marketing Research Event

• Performance Indicators Evaluated
• Describe the business and the geographic,
  demographic, and socioeconomic factors for the
  community where the business is located.
• Describe the current product/ service offered and
  the product/service offered by the competition.
• Design the study and the instrument to conduct
  research.
• Analyze the preferred customer research.
• Describe the goals, objectives, rationale,
  activities, and timelines for a promotional
  campaign.