Chapter 4, Problem 1ALC

Summary Introduction

To discuss: The marketing research used by Company C to learn about its customers preferences and buying preferences.

Introduction:

Marketers use various research techniques to know about the customers taste and preferences like online survey, phone survey and testing.

Explanation of Solution

Many companies focus on various researches, like televisions, ratio and newspaper, whereas C Company concentrates on unique design to know about the preferences and tastes. C Company advertises through its own media. Owned media is comparatively inexpensive than paid ones. It uses survey research, experimental research, contact research, questionnaires, and sampling plan.

The main data requires marketing research of C Company as follows:

• Gathering secondary data.
• Primary data.

Summary Introduction

To discuss: Developing the research plank

Explanation of Solution

The development of research plans for drive through services:

C Company must gather information regarding the economic, demographic, lifestyle of the current customers, the number of fast food and casual diners, forecasting of drive through and inside profits and sales.

The research plan must start with a written proposal. It includes the research objectives, its benefits, objectives, problems associated with the research and others.

Next plan is to gather the secondary data and primary data. Here the secondary data of C Company cannot be found as it is not yet installed.

Primary data can be collected from various sources to decide on the new drive through services. The various research approaches in primary data are as follows:

• Survey research
• Experimental research
• Contact research,
• Questionnaires,
• Sampling plan