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The five steps are; 1) Define the problem or opportunity; 2) develop the research plan; 3) collect relevant information; 4) develop findings; and 5) take marketing actions. Marketing research begins with setting research objectives that are specific, measurable goals they seek to achieve in conducting the marketing research. The objective of Kudler Fine Foods is clear; to seek consumer demand and satisfaction of their products, build loyalty, and business efficiency. Marketing research helps formulate the tactics that will be most effective for the organization to communicate and advertise its products and
New York, NY: W.W. Norton. Marx, Karl and Friedrich Engels. 2005. “The Communist Manifesto.” Pp. 137-144 in Sociology: Windows on Society, 7th Ed, edited by R. H. Lauer and J. C. Lauer.
(2003), Managing Employee Retention: a strategic accountability approach. Amsterdam; Boston, MA; Alexandria, Va.: Butterworth-Heinemann. • Patricia K. Zingheim, Jay R. Schuster, and Marvin G. Dertien(2009) Compensation, Reward and Retention Practices in Fast-Growth Companies, Article published in WorldatWork Journal, Volume 18 No.2, pages 22-39 • PERFORMANCE MANAGEMENT BY ROBERT BACAL 1999 • Schuster, F. 1986. The Schuster Report. New York: John Wiley and Sons.
Marketing Implementation Plan Kudler Fine Foods has designed a market research plan that includes using data collection tools to assist them in determining and improving their level of customer service. The data the company collects from the research tools will help determine a future marketing plan that appropriately positions their product and resonates and connects with the customers Kudler is trying to attract. Each of the tools selected will provide Kudler with insight into the customer behavior and opinions of Kudler’s customer base as it relates to customer satisfaction. They intend to expand on their current survey materials to help quantify the areas that they will need to focus on to improve their service levels. Kudler Fine Foods has developed a research plan utilizing surveys, focus groups, secondary data, and observation.