Marketing Survey for Orlando Baking Company, Essay Example

An introduction area: Explain your project.

This project is about Orlando Baking Company. It seeks to establish the factors that the company needs to address in order to market their brand to their target audience. This project will address the steps Orlando Baking Company can take by to address their target market. Once the target market’s demands have been identified, this project will find out the structured advertising plan that can help build Orlando Baking Company’s brand awareness.

A description of the purpose of the survey: What questions do you wish to answer?

The purpose of this survey is to find out the factors that Orlando Baking Company need to address in order to market their brand to their target audience.

How does the survey design particularly reflect the goals you have for gaining information?

Knowing the demands of customers is a key success factor for Orlando Baking Company. This survey will help the company to know what the customers think about its brand. The best way for the company to achieve this is through conducting a survey.

Identify the target market, for the survey.

Orlando Baking has established a large target market for the survey. Most of its surveys will focus on local residents: this will be the dominant target population. This market will establish a consistent and healthy information base that will make sure the survey remains stable. Customers to be interviewed are those residing near the location of Orlando Baking because they may have useful information unlike those living further away; they may provide scanty information.

How will you choose the sample for the survey?

There is one key component in determining individuals to interview. This is making a decision on the people that I will interview. This group will be my sample target population. Determining the correct target population is critical for this survey. This is because if I interview the wrong population, I will not successfully meet my goals. Therefore, I will randomly choose the people to interview; these people will form my target population. Therefore, I will select a small representative sample that will reflect the entire group from which it was drawn from (Kent, 2003, 36).

What will be the method for conducting the survey (phone, Internet, personal interviewing, etc.)?

Personal Interviews: a personal interview is whereby an interviewer holds a face-to-face interview with the interviewee. Personal interviews can be conducted at a shopping mall, at home, on the street or even outside a movie theatre.

Why did you choose this mode?

Personal interviews provide the highest rates of response. In addition, personal interviews will be used because it is the most vital tool for gathering any relevant primary data is through asking questions directly to the respondents. This leads to highly valid data (Hunger & Wheleen, 2002, 17).

What is your overall plan for conducting the survey based on your methodology?

For any survey study to be successful, preparations have to be done carefully. Most Studies begin with the hope of generating something positive but end up failing on the way. Therefore, in my survey, I will first translate my interests into precise and written objectives. This survey will be reasonable, and will ensure that it answers an objective.

Background reading: before conducting the survey, I will carry out a library research to gather any relevant background information from different publications. This will help me acquire answers to the survey questions without further collection of data. Alternatively, it will help me uncover useful sources of information that can form the basis of the analysis. This may help me in avoiding the time consuming and expensive field survey. However, the survey work remains necessary, but I may use experience with earlier related investigations as a guide thus avoiding pitfalls (Kent, 2003, 59).

Explain your survey strategy design in detail. In this section, you should explain the tactics and strategies you have integrated into the survey. For example,

Why have you phrased the questions as you have?

I have phrased the questions in a way that it will attract clear answers. Designing the questions calls for significant efforts because if questions are poorly constructed, it can lead to invalidation of survey data and large errors. Moreover, the most notable thing in conducting a useful research study is through the collection of information that is extremely reliable. This research will accomplish this by using well-designed questions to obtain the information that will provide valid conclusions. This technique of structured questions will employ a series of questions that respondents will answer separately. It may employ open-ended and closed-ended questions. Both types of questions will elicit detailed information that will be analyzed to draw valid conclusions (Hunger & Wheleen, 2002, 35).

Why have you created the response areas as you have?

The response areas create ease and pleasant environment for the respondent to answer the questions. These types of questions will motivate respondents to continue with the survey. This survey will employ personal interviews thus the questions will help in building a rapport with the interviewer. Creating the response areas as shown also makes it easy for the respondents to answer.

What strategies are there behind the order of the questions?

I used two strategies to develop the questions:

Keep it easy and short: most potential respondents will give up if I present to them 20 pages of questions. Before deciding on the questions, I had to make sure that the questions would give me useful information for the survey. Every question had to give me a satisfactory answer in order to qualify to be on the list of questions. I avoided the temptation of adding just a few additional questions for the sake of conducting an interview. Finally, I categorized my questions into three groups: useful to know, must know, and enjoyable to know. Later, I discarded the last category of questions because the previous two groups were satisfactory (Hunger & Wheleen, 2002, 111).

Start with a welcome message: During the interview, I will start with an introduction. I will begin by introducing myself to the respondent then explain why I want the information for the survey. An excellent introduction will motivate many people to provide genuine response to my questions.

Why are you asking the demographic questions you have outlined?

The outlined demographic questions will help me in collecting data about the characteristics of my sample population. This includes level of education, income, ethnicity, age, and gender.

How will you analyze the results of the survey? Are there any unusual considerations for the analysis?

After conducting the survey and collecting the data, I will divide it into various groups of data based on the demographic information collected from the survey. Moreover, using the survey information I will group the responses from an individual consumer of the product with others who have purchased the product. I will be required to know if the respondents are first time users of the product or regular users. Demographic information such as gender, age, experience, and number of times the respondent has used the product may be useful (Kent, 2003, 77).

How have you planned for the analysis in the design of the survey?

I will analyze the data after gathering them. Here, I will obtain the best results by using qualitative method of analysis. This means that I will express the data in a non-numerical form. This method will use explanations and discussions to explain the results of the survey. This will include words like feedback from respondents relating to their experience when purchasing the product. This paper intends to analyze qualitatively the data to find out how the respondents will react towards the product. I will obtain my qualitative data from personal interviews where respondents provide explanations on their opinions about the product (Hunger & Wheleen, 2002, 144).

A conclusion section: This summarizes the above and reiterates why your strategic approach to the survey fulfills the objective of this piece of the research and your overall Course Project.

In the strategic implementation of the above initiatives, Orlando Baking Company aims to achieve some significant impacts such as marketing their brand to their target audience.

References

Kent, A., R. (2003). Marketing research in action. New York: Taylor & Francis

Hunger, D. & Wheleen, T. (2002). Strategic management and business policy. Belmont, CA: Prentice Hall