Response To Classmate Wk3
Classmate 2
John Blike C'est Si Bon Marketing Research
Contains unread posts
John Blike III posted Jan 31, 2018 4:34 PM
1. A list of the gross sales figures of all existing women’s fitness spas in Scadona for the last two years (Cost = $400)
This is a secondary type of research; this type of list could have been collected by the city of Scadona’s income tax department when the current women’s fitness spas filed their annual returns.
2. Map of the Scadona area showing major traffic routes, current shopping centers and types of stores, and locations of current fitness spas. (Cost = $1,500)
This is a secondary type of research because a simple search of Google Maps could give you this information.
3. Color-coded map of the area showing home and commercial property values (Cost = $1,000)
Another secondary type of research; this information is readily available on many real estate sites.
4. Telephone survey of 500 randomly selected households in the area designed to determine consumers' familiarity with your company name, interest in spas like this, and awareness of other spas and their advertising (Cost = $5,000)
A phone survey is a type of primary research, gathering information specifically regarding C’est Si Bon, and the interest for women’s fitness spas in the area.
5. Demographic breakdown of Scadona’s population by sex, age, gross income, education, disposable income, family size, and occupation (Cost = $2,000)
This would be considered secondary research, this information is gathered by the US Census Bureau, and some of the information can be found on real estate sites.
6. Mail survey of 300 subscribers to women’s magazines, questioning their fitness awareness, need for complete fitness services, amount of money spent on fitness activities annually, frequency of patronage of fitness spas (Cost = $5,000)
A second example of primary research, it is gathered first hand for the purpose of my research into possible expansion.
7. Report of fifteen-year summary of economic trends in the area, shopping centers, occupations, disposable income, clothing sales, and specialty shops (Cost = $1,800)
This is a secondary source of research; this information would be gathered via industry reports, and other similar outlets such as buying reports and census reports.
8. Focus group report of twelve people concerning attitudes toward prices of fitness services, services expected of a spa, appropriate atmosphere, type of personnel, and seasonal changes (Cost = $2,800)
This is a primary source of research, gathered specifically for my information concerning how people feel about the services my company would bring into the market.
9. List of all organizations, clubs, and restaurants that cater to the in-crowd and their manager's names (Cost = $800)
More secondary research; these types of list would be gathered by the city’s chamber of commerce, or by other local independent business gathering groups, like Scadona Young Professionals.
10. List of all current useable retail space openings in the area with rental rate per square foot, turnover rate for that spot and shopping center, population within one square mile with income ranges, housing values, occupations, ages and family sizes (Cost = $2,400)
This is a final piece of secondary research available from real estate sites, commercial space rental owners, and local census figures.
Ranking
I ranked based on the primary purpose of gathering this research, deciding if Scadona is the best place for me to expand C’est Si Bon women’s fitness spas.
1. 7. Report of fifteen-year summary of economic trends in the area, shopping centers, occupations, disposable income, clothing sales, and specialty shops (Cost = $1,800)
This research took the top stop for me because it gives me an idea of where Scadona’s market for my services is trending over the last 15 years. If their local economy is moving towards other high end goods and services, this may be a place that I can find success.
2. 5. Demographic breakdown of Scadona’s population by sex, age, gross income, education, disposable income, family size, and occupation (Cost = $2,000)
With a demographic that only focuses on women that have the disposable income to spend, it would behoove me to know what types of people make of Scadona’s population. If Scadona is home to a massive engineering firm of tech company, the average incomes may be high, but the jobs could be held by young people with no families, and specifically in those two industries, the jobs are dominated by men. Scadona could be a manufacturing hub, where there may be families, but most do not have the disposable income to spend at a fitness spa. All of this research will help me to determine what type of people live in Scadona and if my services would be a good fit.
3. 1. A list of the gross sales figures of all existing women’s fitness spas in Scadona for the last two years (Cost = $400)
This research would give me an idea of how my would be competitors are performing in the Scadona market. Combined with this I would visit those company’s website to research their services, prices and staff certifications. Other companies could be struggling because their prices are too high, or they may not be able to ask as much for services if their staff is not properly certified. Their services may be too limited to attract customers, or they may offer so many services that customers are confused. This research can help me determine how my company will fare against competition.
4. 10. List of all current useable retail space openings in the area with rental rate per square foot, turnover rate for that spot and shopping center, population within one square mile with income ranges, housing values, occupations, ages and family sizes (Cost = $2,400)
After determining the demographics and economic factors of Scadona, I would next look to determine if the physical locations would be the right fit. The first step for this is identifying what spaces are available. This research not only gives me that info, but also how desirable those locations could be based on population, incomes, and other data.
5. 6. Mail survey of 300 subscribers to women’s magazines, questioning their fitness awareness, need for complete fitness services, amount of money spent on fitness activities annually, frequency of patronage of fitness spas (Cost = $5,000)
Moving from location to service fit specifics; this research can show me how my target demographic thinks concerning my type of business.
6. 8. Focus group report of twelve people concerning attitudes toward prices of fitness services, services expected of a spa, appropriate atmosphere, type of ¬personnel, and seasonal changes (Cost = $2,800)
This is another resource that will give me an idea on how Scadonians view fitness spas and if my services would be desired by the population. I think this information may be more in depth than the information from the mailing, but the limited number of people in the focus group lowers it in my rankings.
7. 9. List of all organizations, clubs, and restaurants that cater to the in-crowd and their manager's names (Cost = $800)
This research could give me some insight on whom and where to advertise to. Understanding that my customer is one with disposable income, I can use this research to make partnerships with the right businesses and people to help me reach my target demographic.
8. 4. Telephone survey of 500 randomly selected households in the area designed to determine consumers' familiarity with your company name, interest in spas like this, and awareness of other spas and their advertising (Cost = $5,000)
The large number of household contacted is the most desirable part of this research, but the random nature and the limited number of quality responses both are drawbacks for this type of research.
9. 2. Map of the Scadona area showing major traffic routes, current shopping centers and types of stores, and locations of current fitness spas. (Cost = $1,500)
This research can show me some additional details on the desirability of possible locations. As well as where competition is located. Location is important, but I feel the most useful data concerning location is from the research in #10.
10. 3. Color-coded map of the area showing home and commercial property values (Cost = $1,000)
Staying with the location theme, this is the final layer of research available to determine where C’est Si Bon would best fit physically in Scadona.
As I stated, my focus was on fulfilling the purpose for this research and determining if Scadona is the right place to expand for C’est Si Bon.