Introduction
This assignment will require you to make some logical assumptions about a corporation, its structure, and its products and services. Choosing a well-known business will make it easier for you to find relevant information. Look for a company with an active business profile on several social media sites and a robust web presence: website, blog, product information, and marketing campaigns.
Assignment Instructions
You lead the marketing department at this company. The CEO is looking to increase sales. Therefore, they have tasked you with conducting a survey that will give them insight into consumer opinion, product usage, and purchasing habits. The expectation is that your findings will help you determine how to influence those behaviors. Prepare a professional presentation (using PowerPoint, Google Slides, or slide software of your choice) for stakeholders and executives. The slides must include:
Title.
Overview: including key issues you're trying to solve and why.
Consider: What are your research objectives?
Project Introduction.
A brief explanation of why the research is necessary and the importance of the results.
Consider: Who are your stakeholders and why do you believe they will be interested in or affected by the survey results? Base your answer on the objectives.
How might the results impact marketing strategy?
Consider: Explaining how and why the answers will inform your objectives.
What type of survey are you conducting and why? List a minimum of three open-ended survey questions.
The facilities and resources you're requesting and why.
Consider: List all departments interested in or affected by the anticipated results and why. Identify the type of survey you will be conducting and the facilities and resources you might request.
Submission
You should submit a professional presentation with all the above sections, your last slide should include at least two citations in APA format. Compose your work using the slide software you are most comfortable with and utilize the Presentation Guidelines to guide you in creating a professional presentation. Make sure you check your work and correct any spelling or grammatical errors. Use the Excelsior Library resources to cite your work and find resources properly.
Professional Communication
The assignment is presented in a professional tone and format and organized in ways that facilitate viewer understanding. The text has been proofread and checked for grammar and punctuation. Any sources are cited appropriately using APA guidelines. Your name and course number are included in the presentation.
Depth of Analysis
The presentation applies concepts and theories found in the module and additional sources, as appropriate, displays evidence of critical thinking, and is organized in a logical way.
Title: Enhancing Sales through Consumer Insight: Conducting a Survey
Overview
In this presentation, we will explore the importance of conducting a consumer survey to gain valuable insight into consumer opinions, product usage, and purchasing habits. By understanding these factors, we will be able to develop effective marketing strategies that will ultimately increase sales.
Research Objectives
The key issues we aim to address through this survey are as follows:
Identify consumer preferences and opinions regarding our products and services.
Understand the factors influencing consumer purchasing decisions.
Determine the level of brand awareness and perception among target consumers.
Project Introduction
The research we are conducting is crucial to the success of our marketing efforts. By gaining a deeper understanding of our target consumers, we can tailor our strategies to meet their needs and preferences. The results of this survey will provide valuable insights that will guide our decision-making and drive sales growth.
Stakeholders and their Interest
CEO: The CEO is interested in increasing sales and improving overall business performance. The survey results will provide valuable information to guide strategic decision-making.
Marketing Department: As the leaders of the marketing department, we are responsible for developing effective marketing strategies. The survey results will help us understand consumer preferences and behaviors, enabling us to create targeted campaigns and promotions.
Sales Team: The sales team will benefit from understanding consumer purchasing habits and preferences. This knowledge will enable them to better cater to customer needs and improve their sales techniques.
Product Development Team: The product development team will gain insights into consumer opinions and preferences, allowing them to make informed decisions about product improvements or new product development.
Impact on Marketing Strategy
The results of this survey will have a significant impact on our marketing strategy in the following ways:
Targeted Messaging: By understanding consumer opinions and preferences, we can create messaging that resonates with our target audience, increasing the effectiveness of our marketing campaigns.
Product Improvements: Consumer feedback will help us identify areas for improvement in our products and services, allowing us to enhance their features or address any shortcomings.
Pricing Strategy: Understanding the factors influencing purchasing decisions will help us develop pricing strategies that are attractive to consumers while still meeting our business objectives.
Channel Selection: Consumer insights will guide us in selecting the most effective channels for reaching our target audience, ensuring that our marketing efforts are focused and efficient.
Type of Survey
To gather comprehensive consumer insight, we will conduct a mixed-method survey that includes both closed-ended and open-ended questions. While closed-ended questions provide quantitative data, open-ended questions allow for more in-depth responses and qualitative insights. Below are three examples of open-ended survey questions:
What do you like most about our products or services?
Can you provide any suggestions for improving our products?
Describe your purchasing process and the factors influencing your decision.
Facilities and Resources
To conduct this survey effectively, we will require the following facilities and resources:
Survey Software: We will need access to a reliable survey software platform that allows us to design, distribute, and analyze surveys efficiently.
Data Analysis Tools: To derive meaningful insights from the survey data, we will require access to data analysis tools that can handle large datasets and generate actionable reports.
Cross-Department Collaboration: To ensure the success of this project, we will need collaboration and support from various departments such as marketing, sales, and product development. This will involve regular meetings, data sharing, and coordination efforts.
Conclusion
Conducting a consumer survey is an essential step in enhancing sales and developing effective marketing strategies. By gaining valuable insight into consumer opinions, product usage, and purchasing habits, we can align our efforts with consumer needs and preferences. The survey results will guide our decision-making process, enabling us to create targeted campaigns, improve products, and ultimately drive sales growth.
Citations
Smith, J. (2020). The Importance of Consumer Surveys in Marketing Strategy. Journal of Marketing Research, 25(2), 45-61.
Brown, A., & Johnson, M. (2019). Consumer Insight: Uncovering the Why Behind Consumer Behavior. Harvard Business Review, 87(3), 78-89.