Now that the initial meetings with the DiVito family have taken place, it is time to start the data collection process. The decision has been reached that each possible target market will be surveyed.
Individual deliverable:
Your individual work will be used to compile the group deliverable.
- Establish a pool of 10-12 questions that will collect the desired information for developing the marketing strategy. These questions should be worded to be appropriate for use in a consumer survey.
- You have already compiled available resources for secondary data that would help you in presenting the results to your client (it is understood that much of the information on the World Wide Web is for sale, but many sites give you a certain amount of information free). Analyze and summarize findings from your secondary data search. Be sure to cite the resources used.
- In the context of this course, you have a limited amount of time to collect primary data. Therefore, the primary data have been provided for you.
- In lieu of that, you are to establish a plan for the collection of primary data.
- What would be the best method(s) and what channel (mail, personal, telephone, online) will you use to collect the data, given the characteristics of your target population?
- Explain the key methods used (channels) in primary data collection. Explain why they would or would not work for your particular population.