© 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 5 Retail Marketing Research Event Scenario You have been hired by a major home improvement chain store to conduct customer research. The company’s current advertising campaign emphasizes personalized customer service, using actual testimonials from satisfied customers. Now the company wants to survey a cross section of customers to determine if the store is delivering on its promises. (continued on the next slide)

© 2009 South-Western, Cengage LearningMARKETING 2 CHAPTER 5 Retail Marketing Research Event Scenario The purpose of your research is to determine customer perception of the company, expectations for customer service, and level of customer satisfaction. You will analyze current media and its effectiveness and propose institutional promotion campaign activities for the home improvement store chain. (continued from the previous slide)

© 2009 South-Western, Cengage LearningMARKETING 3 CHAPTER 5 Retail Marketing Research Event Description The written entry will consist of the following parts: Executive Summary Introduction Research Methods Used in the Advertising Media Analysis Findings and Conclusions Proposed Institutional Promotion Campaign Bibliography and Appendix

© 2009 South-Western, Cengage LearningMARKETING 4 CHAPTER 5 Retail Marketing Research Event Performance Indicators Evaluated Describe the business and the geographic, demographic, and socioeconomic factors for the community where the business is located. Describe the current product/ service offered and the product/service offered by the competition. Design the study and the instrument to conduct research. Analyze the preferred customer research. Describe the goals, objectives, rationale, activities, and timelines for a promotional campaign.