Marketing Research Implementation Plan II: Research Tools

Marketing Research Implementation Plan II: Research Tools

The Coach Company’s continued development of new categories further establishes the signature style and distinctive identity of the Coach brand. (coach.com, 2011). Therefore, Plan II of the marketing research plan will focus on the research tools that will be utilized.

Team D will explore four different research tools. The research tools that will be discussed are mail surveys, web/internet surveys, personal interviews and focus groups. The paper will further compare and contrast the four research tools and analyze the applicability of the tools selected. The analysis will include tools that are most and least applicable.

The Four Research Tools

Mail Surveys:

Mail surveys are considered one of the most prevalent methods of conducting surveys. “Mail surveys are especially helpful due to their comparatively low data collection costs and ease of administration.” (marketstreetresearch.com, 2004) Coach can utilize this research method quickly, without difficulty and cost effectively.

Coach can use mail surveys to gauge customer satisfaction with the new product. By using mail surveys, respondents will complete a questionnaire and return it in the mail to the company. A follow-up communication method will be implemented which may include sending a postcard, letter or telephoning the respondents to remind them to complete and return the survey. The information will be collected and analyzed.

Web/Internet Surveys:

“Computers and interactive technology are revolutionizing the way surveys are conducted.” (Aaker, Kumar & Day, 2007). Web-based marketing research has an advantage over traditional market research methods in that it is of high quality, fast and inexpensiv...

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... plan. Team D has conclusively determined that mail and internet surveys are more applicable and worthwhile for the company to use. Despite the benefits of personal interviews and focus groups, they are ultimately more costly and timely. Coach values its core principles and understands to compete in a global environment for the long term; it will continue to use market research and is ready for its next marketing phase.

Works Cited

Aaker, D.A., Kumar, V., Day, G. S., (2007). Marketing Research (10th ed.), Information From

Respondents: Survey Methods. John Wiley & Sons

Coach Company Online. (2011). Retrieved from:

http://coach.om/online/handbags/genWCM-10551-10051-en/Coach_US/CompanyInformation/InvestorRelations/IR_FinancialReports

Market Street Research. (2004). Retrieved from:

http://www.marketstreetresearch.com/capabilities/methodology-internet.htm