Research Plan
The president of a women?s clothing store chain targeting 25-40 year old working professionals is concerned about a four-year trend of declining profits. The stores have been characterized as rather conservative over the years with respect to their product line, store d?cor, and advertising. They have consistently avoided trendy clothes, for example. Their market is now becoming extremely competitive because several aggressive fashion stores are expanding and aiming at the young, fashion-conscious buyer. As a result of this competition, and the disappointing profit trend, the president is considering making the product line appear less conservative and more oriented toward the young buyer. Before making such a risky change, the president feels it to be prudent to conduct some marketing research to learn the exact status of his chain.
What should be the research purpose? Compose a set of three research questions that would be helpful and justify them. Would you use primary or secondary sources, and why? Who would perform this research? What ethical considerations should be kept in mind?
This paper should be 6-8 pages long and contain at least six sources, four of which must be primary sources, including the textbook.
See the Chapters 1-4 in your textbook regarding this case. Some discussions that may be useful include those on the Ethics of Marketing Research, Marketing Research Suppliers, the Marketing Research Process, and Types of Research. Figure 4.6 on pages 84 - 85 gives an example of a Research Proposal.
Required Text
Aaker, D. A., Kumar, V., Day, G.S., & Leone, R.P. (2013). Marketing research (11th ed.). Hoboken, N.J.: John Wiley & Sons. ISBN: 9781118156636 eBook ISBN: 9781118544297
http://www.wiley.com/WileyCDA/WileyTitle/productCd-EHEP002476.html
Chapter 1: A Decision-Making Perspective on Marketing Intelligence
Chapter 2: Marketing Research in Practice
Chapter 3: The Marketing Research Process
Chapter 5: Secondary Sources of Marketing
Chapter 7: Marketing Research on the Internet
Required References
Shaw, E. H. (2012). Marketing strategy. Journal of Historical Research in Marketing, 4(1), 30-55. doi
:http://dx.doi.org/10.1108/17557501211195055
Fitzgerald, J., Sullivan, G., & Ðokic, B. (2012). Customer Orientation and Business Performance in Community Banks: A five year comparison. Singidunum Journal of Applied Sciences, 9(2). Retrieved from
http://journal.singidunum.ac.rs/files/2012-9-2/customer-orientation-and-business-performance-in-community-banks-a-five-year-comparison.pdf
Young, R. B., & Javalgi, R. G. (2007). International marketing research: A global project management perspective. Business Horizons, 50(2), 113-113. Retrieved from
http://dl4a.org/uploads/pdf/International Marketing Research.pdf
Recommended References
Marketing intelligence. (n.d.). Retrieved from
http://quizlet.com/31734339/marketing-intelligence-flash-cards/
Marketing Research, 11th Edition
Student Companion Site:
http://www.wiley.com/WileyCDA/Section/id-WILEY2_SEARCH_RESULT.html?query=9781118156636
This site is a companion website for the class textbook, David A. Aaker, V. Kumar, Robert Leone, George S. Day (2013). Marketing research (11th ed.). Hoboken, N.J.: John Wiley & Sons. ISBN: 9781118156636 eBook ISBN: 9781118544297
O?Brien, R. (2013) The continuing evolution of ?Starbucks with Chinese characteristics.? Context China. Retrieved from
http://contextchina.com/2013/03/the-continuing-evolution-of-starbucks-with-chinese-characteristics/
5 pges
APA
SOURCES:4