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 company’s 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.

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. (continued on the next slide)

5. CHAPTER 5Retail Marketing Research Event • Performance Indicators Evaluated • Analyze the preferred customer research. • Describe the goals, objectives, rationale, activities, and timelines for a promotional campaign.