ASSIGNMENT | Experience Marketing Research

Studying marketing research can be tedious and confusing. Gaining experience through the application of marketing research concepts can help build confidence during the learning process. In 500 words or more, complete one marketing research activity from the following list of options:

Several marketing blogs are listed in Exhibit 3.4 (page 56) in your Essentials of Marketing Research textbook. Do these blogs have any information that might be relevant to practitioners who are conducting research in the topic areas that the blogs address? Why, or why not?
Using the Library, identify 7-10 references that are relevant to your research study problem. Identify four or five that you think would be helpful to designing a survey. List the title of each study, and explain why you think they are relevant to the study you are designing.
Go online and find the home page for your home state. Once there, seek out the category that gives you information on county and local statistics. Select the county where you reside, and obtain the vital demographic and socioeconomic data available. Provide a demographic profile of the residents in your community.
Go to the home page of the U.S. Census. Select the category “Economic Indicators,” and browse the data provided. What did you learn from browsing this data? You are thinking about opening a new quick service restaurant after you graduate. What information about your potential consumers would you try to find from secondary research to help you understand your target market?
Visit the FocusVision site, and locate information about their video diary technique. Is this technique superior to text-based online focus groups? Why, or why not? How does the online diary compare to face-to-face focus groups?
Suppose your company is interested in introducing a new women\’s facial care product. What secondary data would be useful in helping you to make the decision whether or not to introduce the product? Identify the specific secondary sources and the data they would provide. Develop a brief report on the data that you locate.
Sweet Olivia, a consumer chocolate company, wants to develop a general profile of purchasers of its products in a certain trade area. What type of secondary data would be most useful for this purpose? Explain your answer.
References:

FocusVision. (n.d.). Retrieved from https://www.focusvision.com/.

United States Census Bureau. (2018). U.S. Department of Commerce. Retrieved from https://www.census.gov/.

SAMPLE SOLUTION

Experience Marketing Research
Regarding Sweet Olivia, the chocolate company, a significant amount of secondary data can be applied to design and create a general profile of their purchasers within a specific trade area. Either internal or external sources can provide the needed data; both sources would provide important information required to accomplish their objective of profiling and categorizing customers within a specific trade area (Becker & Jaakkola, 2020). In this case, the most important secondary data type to use by Sweet Olivia is internal data.
The internal data may comprise the transactional data collected over the years Sweet Olivia has been in operation. In this case, by using transactional data, the chocolate company would be able to acquire information on sales performance, which…