Marketing intelligence

Marketing Intelligence Ques.
Write a Report in to cover the following:
Executive Summary:
-What is the purpose of the assignment?
-Brief description task assignment.

Focus on describing main stages of Consumer Purchase decision-making process.
1.1 describe the main stages of the purchase decision making process
Focus on describing main stages of Consumer Purchase decision-making process
1.2 explain theories of buyer behaviour in terms of individuals and markets
You need to explain different approaches that have been adopted in the study of consumer decision making:
• Economic Man
• Psychodynamic
• Behaviourist
• Cognitive
1.3 explain the factors that affect buyer behaviour
You need to explain factors that affect consumer behaviour:
• Cultural
• Social
• Personal
• Psychological
1.4 evaluate the relationship between brand loyalty, corporate image and repeat purchasing
– Discuss the concepts i.e. Brand, Brand loyalty, corporate image and repeat purchase. Most importantly evaluate the relationship between them. Give examples

Scenario

Marc Bolland has stepped down as the boss of retailer Marks & Spencer in April 2016, bringing an end to a turbulent tenure in which he modernised the 132-year-old British institution but failed to bring its clothing back into fashion. Bolland, who was chief executive for six years, was succeeded by company veteran Steve Rowe.

For generations, children went to school in M&S clothes, teenagers turned to it for their first work interview suits and shoppers of all ages bought its underwear. But the advent over the last 20 years of fast, cheap fashion at one end of the market and affordable luxury at the other – combined with fierce online competition – has left M&S struggling to return to its glory days.

Steve Rowe faces the task of finding the formula that eluded Bolland at M&S; he must lure shoppers back to its merchandise, dispelling its outdated image of recent years, and seek to match the success enjoyed by its competitors. Therefore, CEO (Steve Rowe) feels the need to examine customer satisfaction levels with M & S merchandise as this is likely to be one of the key strategic directions of returning to its glory days

As a Business Intelligence Expert for M & S, the CEO has asked you to investigate the level of customer satisfaction within the merchandise division. The main objective for your investigation on M & S is to find out how to get customers back to patronise M & S merchandise to restore its declining image. Your main research question to help you with your investigation is: To what extent are M & S customers satisfied with its merchandise?

Considering the above scenario for task 2, you are required to

2.1 Evaluate different types of market research techniques that could be used to obtain information to bring back M & S shoppers.
• DEFINE Marketing Research
• Evaluate Qualitative and Quantitative Research techniques
• Thoroughly evaluate Survey, Focus groups, Interviews and Projective techniques.Give advantages and Disadvantages of each.
2.2 Provide evidence of secondary sources of data relevant to achieve marketing research objectives for M & S.
-You need to use sources of secondary data in your research on M&SScenario given in the assignment
2.3 Assess the validity and reliability of market research findings in relation to M & S
-Describe the concepts of Validity and Reliability
-In context of your research on the M&S scenario, Assess the validity and reliability of you research findings
(Primary Data used i.e. sampling process; sample size; sample interviewer bias; methods of recruitment.)

2.4 Prepare a marketing research plan to obtain information in a given situation (the extent of customer satisfaction at M & S).
Prepare a marketing research plan to obtain information in a given situation. You are required to prepare a marketing research plan for the scenario on M&S given in the assignment. Please follow it. Also, remember, the main objective for your investigation on M & S is to find out how to get customers back to patronise M & S merchandise to restore its declining image. Your main research question to help you with your investigation is: To what extent are M & S customers satisfied with its merchandise?

4.1 Evaluate techniques of assessing customer response
Evaluate techniques that you will use to assess customer response:
• Post-sale surveys
• Data mining – web behaviour analysis
• Guarantees
• Complaint handling and suggestion systems
• Mystery shopping.
4.2 Design and complete a customer satisfaction survey
-Design a questionnaire for your M&S Scenario.
-Collect primary data using this questionnaire from your sample respondents.
4.3 Review the success of a completed survey
-Conduct the research on M&S Scenario and report findings here
-Review the success of the completed survey based of the following:
• Cost and benefits
• Response rate
• Questionnaire completion rate
• Time taken
• Reliability and validity of the research

{4.2, 4.3 Design and complete a customer satisfaction survey for the scenario above and review the success of a completed survey. Also, assess the validity and reliability of your market research findings (2.3).
• Design a questionnaire for the scenario given in the assignment brief.
• Get approximately 20 copies completed as part of customer satisfaction survey.
• Report your primary research findings (i.e. survey) here.
• Report your secondary research findings here (Provide evidence of secondary sources of data relevant to achieve marketing research objectives for M & S. (2.2))
• Give your conclusion on research objectives based on your primary and secondary research.
• Review the success of the completed survey based of the following:
o Costs and benefits
o Response rate
o Questionnaire completion rate
o Time taken
o Reliability and validity of the research findings (2.3). ]

Conclusion :
 Based on you conclusions on secondary research and primary research above, you need to assess the reasons why such conclusions might not be valid and reliable (note that most of the issues with the research will be in the techniques you have applied and the accuracy of the sources of information you have used.)
o Based on above, discuss how the entire process went (i.e. how successful/ unsuccessful your survey was).

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