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.
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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.

3. The written entry will consist of the following parts:
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

4. Performance Indicators Evaluated
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.
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5. Performance Indicators Evaluated
CHAPTER 5 Retail Marketing Research Event
Performance Indicators Evaluated
Analyze the preferred customer research.
Describe the goals, objectives, rationale, activities, and timelines for a promotional campaign.