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How to design a survey
Choose three products, services, or businesses in the industry of your choice. Make sure that they have totally different target audiences so that you can compare the two. Examples: car models like a Toyota Tercel, an F150 truck, and a Maserati ….or…..food places like a Soup Kitchen, ChuckECheese, and Ruth’s Chris Steakhouse …. Or clothing stores like Babies R Us, Hot Topic, and Armani….Do you get the idea?
Minimum 10 - 12 pages…. Maximum 15 pages…. There are 8 questions on the topics you have chosen.
Single or double spaced….surprise me.
Print it out two-sided if possible….SAVE PAPER.
No citation page required ( most of this you will have to figure out in your head.
No table of contents ( just answer all questions in the order asked – Number each one but DO NOT type out each question
All tables and charts must be electronically created ( no hand-drawn )
1, plus # 2, should be equal in length to almost one half of your paper by themselves. The other six questions should equal the other half of the paper ( approximately ).
Discuss, in as much detail as necessary, the following topics:
Describe all of the segmentation variables that your three choices used to target their customers. How are they different from each other? (Geographic, Demographic, Psychographic, and Benefits Sought). A chart that supplements your discussion is necessary. This will be a long answer.
Discuss the Marketing Mix for the three products. ( Four P’s ) . Compare in detail …Make a chart of the four P’s… I expect this section to be quite extensive …. ( Long discussion and chart )
Visit the web sites for the 3 competitors. Give a synopsis of your findings and thoughts. Are they user friendly sites ? Do they provide needed information ? Are they interactive ? Do they offer coupons, locations, or directions, if applicable ? This explanation should give me a good understanding of their site
Design a short survey…5 Questions / 15-20 people….. and analyze the results. Assume that you are the marketing manager and ask questions that will provide insight into their needs and wants for your product ( or all 3 ). Read and analyze the results and make a recommendation on how you can improve your company based on their answers.
What issues do these products have to deal with ? Think in terms of INTERNAL and EXTERNAL factors…. Do a SWOT analysis for all three
What can you find out about your choices and how they are addressing the “societal marketing concept” ? Do they pollute ? Do they recycle ? Do they use toxic chemicals ? ( hint: look at their web sites or in-house literature ). Do they support charitable causes ? Google it. 7 . Give me a descriptive analysis of your impressions of all 3 competitive advertising efforts. …Include a description of your favorite campaign or ad. If they don't have one, suggest one . 8 . We have talked about 'Land's End' and how they were able to sell more product by data mining a list of customers, out of their own data storage, and then matching accessories at 25% off to the 'Blue Sports Jacket and Grey Slacks" that were purchased as much as 18 months before by their 'best' customers…..remember, they offered those customers matching shirts, ties, shoes, etc., and the company was rewarded because over 30 % of those past customers ordered 'new' merchandise from the special mailing that Land's End sent them…..Think about EITHER OF YOUR PRODUCTS….how would you try to get your 'BEST' customers to order MORE ? Your best customers are 1-RECENT….2-FREQUENT….and 3- MONETARY/HIGH DOLLAR people.