May not be able to fill out survey cards immediately

Info icon This preview shows pages 9–12. Sign up to view the full content.

View Full Document Right Arrow Icon
may not be able to fill out survey cards immediately, due to time and if taken home, the bakery will have limited control on the cards being completed and returned. When it comes to the mailers, we will be limited to direct contact with the potential respondents. Mailers, if not appealing, may be thrown to the wayside with no intention of reading or completing it. Therefore, the mailers have to be appealing in color and context. It will have to catch the respondents, eye and attention. There must be an offer and a call to action in order for the mailers to work. And lastly, with the social media, although this has become the hot topic in marketing research, the Divito Bakery will be limited to reaching a target market unlike the way it can be done with traditional marketing and research. First the bakery has to establish a FB page, a Twitter account and an Instagram page and start building a following. The college students and the younger generation are social media junkies, but we still have to know where they hangout on the worldwide web. And until we begin building a following and having them share and comment about the bakery, we will be limited to getting their input. But this is where, I believe the focus groups will come in handy. We get to meet the younger generation face to face, build a rapport and capture their attentions to share their opinions about the baking industry. Ten Questions for the Population 1. Age 2. Gender
Image of page 9

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
3. Circle one…I am a student…I am employed…I am unemployed. 4. Nationality 5. If we could improve one thing about the bakery, what would it be? 6. Marital status 7. Would you be interested in DIY baking workshops? 8. What is your favorite baked good? 9. Would you rather bake or buy? 10. Do you buy pre-mix or bake from scratch? 11. Do you own any baking appliances? 12. Do you bake at home? Conclusions and Recommendations Is one group of questions for the entire population sufficient? I believe later there should be a different set of questions for different groups of the population. But, for now one group of questions will be sufficient for the entire population. The
Image of page 10
question isn’t how do we get every person to answer the surveys, the answer is to have a large enough sample to reach more people which will lead to a more accurate research ( .) We will have to be careful that the entire population has an equal opportunity to participate in the survey, if not, this could lead to polluting the sampling with selective bias. This would not be good for the results in which we are seeking. RECOMMNDATIONS I recommend using the instore surveys, mailers, social media and focus groups methods to gather information about the customers thoughts of the bakery. The surveys must be kept to a minimum of 10 questions, be colorful and appealing to the eye, have a call to action such as **PLEASE COMPLETE & RETURN TO CASHIER*** There must also be an offer to encourage them to complete the survey, such as a discount off next purchase, **ATTEND A FREE DIY WORKSHOP**
Image of page 11

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern