Marketing Research Paper

1206 Words Jun 5th, 2013 5 Pages
Marketing Research Paper
MKT/421

Marketing Research Paper
Kudler Fine Foods is a local upscale food store in San Diego metropolitan area and has three locations in LaJolla, Del Mar, and Encinitas. Kathy Kudler was the founder of Kudler Fine Foods and started the first location in June 1998. Each store is approximately 8,000 square feet and offers products ranging in bakery and pastry products, fresh produce, fresh meat and seafood, condiments and packaged foods, cheese and specialty dairy products, and wine. The company mission is to offer each customer a delightful and pleasing shopping outing. The staff is helpful and knowledgeable and will go to extensive lengths to ensure that Kudler Fine Foods is the purveyor of choice for
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Setting the research objective will help the marketer to be clear with the purpose of the research leading to marketing actions. The three main types of marketing research are exploratory research, descriptive research, and casual research. After the research has been conducted, the marketer needs to identify a marketing action such as should the company launch the new product? Or should the company continue with the existing product? Different research outcomes will lead to different marketing actions. Marketing researching can be a difficult task because bad forecasts can lead to lost of sales for under stock items and severe loss for overstock items (Kerin, 2011).
Step two: developing the research plan consists of specifying the constraints, identifying data needed for marketing actions, and determine how to collect data. Constraints is a restriction placed on a potential solution to the problem, such as timeframes of when the research needs to be completed, budget for the research, and certain restrictions made by the organization. Identifying the specific data pertaining to the research is critical because the data needs to be relevant for the marketing decisions that results in the marketing actions. Determining how to collect the data has two key elements of (1) concepts and (2) methods. Concepts are ideas about the services and products. Marketing researchers developed a new-product concept to learn about

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