Assignment: Marketing Research
Length: 2000 words.
You receive an RFP from the company Ben's Cookies. They want you to conduct marketing research about their company and customers' experience. Elaborate research in which you achieve all the objectives included in this proposal, and clearly point out to how you answer this and where you got the information from:
I. General associations and perceptions of the brand. What are their main competitors? What do they do better/worse than them? What is a list of 10 keywords that customers associate with the company? Write a paragraph or two explaining the general perception that customers have about the brand.
II. Assess the level of customer satisfaction and individual factors driving high or low satisfaction. This means that you need to collect information about how happy or dissatisfied customers are, as well as explaining what factors make them be satisfied with the brand/product and what elements decrease this satisfaction.
III. Understand better the customers' experience consistency across all London shops. To do this, think about and explain what type of research you'll do: quantitative, qualitative, etc. Relying on secondary data, what is the experience of customers like in these shops? Is it consistent across all London locations? If you could conduct primary research, would you do a focus group or a survey? Why? What type of sample would you choose? Outline 5 questions that you would ask them that are aligned with their experience in the shops.
Format your assignment according to the give formatting requirements:
1. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.