Market Research - Data Analysis Design

Marketing Research

Unit 1 IP 2

Rachel New Tucker

Q. You are the marketing manager for Sweet Cookies, Inc. which is
planning to launch a new line of cookies and wants to assess the market
size. The cookies have a mixed chocolate-pineapple flavor and will be
targeted at the premium end of the market. Discuss the six w’s of a
descriptive research design and how they may be adopted for Sweet
cookies.

When planning to launch a new line or promote a particular event/service
the six W’s of who, what, when, where, and why and way/how employ a
descriptive research strategy that will provide a framework for planning
and enable Sweet Cookies to approach the process in a systematic way
(Malholtra 2004, pg 78) The starting point in developing their strategy
should begin with who. Who are they going to be selling their new
cookies too? Once that is answered Sweet Cookies will need to decide
what information should be obtained for their research, i.e. how often
do the target customers buy/eat cookies, what stores are frequented most
by customers, what are their competitors doing, and what is the market
potential for the new cookie?

Next we will look at when the information in the above paragraph should
be obtained from the customer. Should it be after the product has been
produced, shipped, before production, or some time after it has been in
the store? After when is determined the next step is where. Where should
the respondents be contacted to obtain the required information, the
possibilities include; in the store, outside the store, survey, or door
to door.

References:

Marketing Research, An applied orientation. Naresh K. Malholtra

Marketing Research Proposal
How to market premium plastic and reconstructive surgery using a website

Target Market
Female celebrities
Male celebrities
Female wannabe’s
Male wannabe’s
Singers
Dancers
Actors

Research Problem
Demand is high for plastic and recontructive surgery.
Joan Rivers, several face lifts
Michael Jackson, enough said
French performer, Orlan.
Pamela Anderson
Carmen Elecktra
Design of the Research
Movie Industry
Plastic surgery industry
Limited to southern california area

Sources
Local directories
Trade publications
Internet
Yellow pages of Los Angeles
Syndicated source with reputation for high validity reports
Survey
Interviewing
Observational methods
Preparation of instruments suitable for administration to movie stars.
Pilot study carried out in california

Sampling
Use of sampling methods .
Areas in California where stars reside, divide into zones.
Geographical sampling

Measuring Data
Check questionaires for validity
Enter information on worksheet

Tabulation
Enter data into a statistical program
Cluster analysis
Factor analysis
Interpreting concerns and aspirations of movie stars.
Forecast of sales
Data analysis to provide information on what would make the website a success.
Curtain Call

Buying Behavior

Unit 1

Individual Project 1

Rachel New Tucker

Select a research topic.

The research topic I chose is how to market premium plastic and
reconstructive surgery

To the movie stars using a website? I have always been interested in
plastic surgery, and

I recently had breast augmentation performed on myself on Tuesday, which
would be

One of the reasons this paper is tardy.

Define the research approach.

The research approach will be a combination of secondary research that
would identify

The macro trends and primary research that would identify the exact
characteristics of the

Target market, the use of marketing mix variables and the positioning of
the proposed

Business.

Both the movie industry and the plastic surgery in the movie industry is
growing and is

Likely to increase further. So there is assured growth and the market
demand for the web-

Site and its services.

Define the research problem.

What is the potential demand for plastic and reconstructive surgery in
the movie

Industry? Identifying the target market. Identifying the marketing mix
tools that

Will be needed to target the market.

Considering all of the celebrities that go under the knife, obviously
the demand is high

For plastic surgery. Joan Rivers, the fashion critic who for years has
openly joked about

Her own plastic surgery.

French performer artist Orlan, who has undergone numerous plastic
surgeries to trans-

Form her face and body to challenge traditional perceptions of beauty,
says art “has to

Shock.” And the two top plastic surgeons are at odds over who did what
to Michael

Jackson’s nose.

Reference:

HYPERLINK "http://www.topix.net/med/plastic-surgery"
www.topix.net/med/plastic-surgery