Research Proposal Assignment-Nancy Klein and Susan Berman PDF

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Nancy Klein and Susan Berman research proposal assignment. Marketing/Management problems, Objectives, Data Analysis. ...

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Running head: RESEARCH PROPOSAL

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Assignment #2 Research Proposal Marketing Research Tetiana Ryzhankova

RESEARCH PROPOSAL

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Background Marketing and management problems have a huge impact on profitability and production of any business. In this case Nancy Klein and Susan Berman faced with the same problems in their new venture called Copycats which specialized in copy services. Marketing research is the process that will help them to determine information, marketing opportunities and problems to get successful established center. To meet customers’ needs every Business should know their target market, prospects and competitors that is why Marketing and Management problems are leading issue in every field. Marketing/Management problems Copycats center located near the Verdoon University. This geo-position can help develop a business, as most students are engaged in arts and science. The institute is currently studying about 12,000 students and according to calculations every year the percentage of students will rise by one. At the same time, as the number of residents in this area also increased to twice, so the this could be a surge in demand for Nancy and Susan. The Bookworms doesn’t care ant textbooks and CDs, so the interest and demand for this place can immediately fall. So the Nancy and Susan are trying to define which one of two ideas will be profitable and successful, whether to sell books and CDs or to start a new venture which is a copy service for students. The bank issues and losing 15,000$ made Klein wonder whether it would be profitable to discover something new and whether they could get that demand they dreamed about. On the other hand in every Business, especially if it is a new this is very difficult to confront competitors who have their regular visitors and stability in the market. In this case their competitors are Krismann Library on the west side of the campus and private firm, Kinko's, located on the south side of the campus. Both offered collating, binding, colour copying, and other services, all on a seven daysa-week schedule.

RESEARCH PROPOSAL

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Objectives: The overall objective of this proposal is to figure out customer demand and market share, whether it is possible to gain their expectation. The following questions are the key to be addressed: What source of a source information should Susan and Klein use? Data observed or collected directly from first-hand experience is what needed in this case, because their ideas is connected to students who are basically only one huge target market, so personal knowledge will help them to determined needs and as far as this is a new place or new ideas for the old place that is impossible to use secondary data which is published data and the data collected in the past. How should Klein and Berman gather data? Information can be obtained by observation, by mail, surveys for students or by face-to-face interviews with the people who are familiar with this kind of business. What questions should they ask? How often do you copy something? What place do you go when need to make copies? Are you a student of VU? How much do you usually spend for making copies? Study design For this case Nancy and Susana need to use primary data, so one of the options is to make a survey for the students, who are studying and using Krismann or Kinkos Libraries. After gathering this information they will have an overall picture for their ideas. Data Analysis To get an emotional and soft information they should use Qualitative methods. Because based on primary data they will use focus groups, observation or online monitoring which is not connected to statistics or facts. It is more about human behavior.

RESEARCH PROPOSAL

Personnel Involved Nancy Klein and Susan Berman are going to manage this project. They will be responsible for leading a successful marketing in their Business by collecting information with the help of primary data and making final decision. Specifications/Assumptions Total average copies: 165,000 Average copies per month: 90,000-75,000 Population: 350,000-700,000 Students: 12,000 Services Bookwarms, Inc., would: -Manage team work -Develop the survey for the interview -Define the target market -Calculate the expenses - Analyze the data Timing Marketing research will take 2 weeks

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