Research methods for managers, Study Marionnaud

Résumé du document

If you hear the names Enron or WoldCom, what do you think about? The primary images conjured up are of corruption, accounting frauds and so forth. The increase in the number of scandals over the last few years has lead to a great negative feedback from the consumers who have become more concerned by ethical issues. An important part of the business world admits that ethics are now a key issue in every organization. Treating its customers, partners, suppliers, employees and shareholders in a fair and honest manner is now the core of the corporate value. To measure the quality of the product, service or brand image, the firms uses surveys, quantitative research and qualitative research. With these techniques they can measure the customer's need and also measure the brand recognition or image. Firms must be reactive in a global world in order to be able to face to the competitor. It is really important nowadays to know the customers. Understanding why they are interested in a product, what they think about it, and about the price, gauges the customer satisfaction.

Extraits

[...] Of course few people (boys) in china use cosmetics products but more and more young boys influenced by the Europe and Chinese stars use hair gel and perfume. We can really talk about an expansion. Some figure: In 2006 the turn over of the cosmetics products including perfume in the world represent 600 billion of US dollars. Between 1998 and 2005 the well being and the beauty market for men has been increasing for 170% to 67 millions of dollar. [...]

[...] The strategy of Marionnaud for this target is a success as regards of the survey. Analyze: 60% wants come back into a Marionnaud shop; it is a high degree of satisfaction. It is a second good result for the brand image. The young men's appreciate Marionnaud shop. We can think Marionnaud is in a good way for attracting metrosexual. Analyze: 100% of this peoples use hair gel and perfume. 6/10 use face cream and 5/10 use body cream. With this result we can say Marionnaud must sell Gel and Perfume into their shop. [...]

[...] Target: - Men - 18 to 60 years old - Single or not - Heterosexual - High and middle class After some research on internet and magazine and also questionnaire, I can be sure about lots of thinks. First men's wants products really create for the male, specific product or brand. Spaces into the shop create for the men's product. If the sellers are a girl is better, the male in general dislike being served by man when they want cosmetics products. All this information could be very useful for the marketing strategy of Marionnaud. [...]

[...] This sector in the future gone be very important. That's why I pick this subject. According with some advertising agency the metrosexual is the best target for them. Part II) Presentation of different Research: Source http://tutor2u.net/business/ The as-hoc research market: Ad-hoc research studies focus on specific marketing problems. They collect data at one point in time from one sample of respondents. Good examples of ad-hoc studies include: (Product usage survey, new products concept tests, corporate image survey) Continuous Research: Continuous studies interview the same sample of people, repeatedly. [...]

[...] Part IV) Survey 2 I create a second survey; this survey could be use for the manager of Marionnaud. I don't have any result I create the survey like a model if I was in charge of the Marionnaud marketing. Dear Customer: I want to thank you for giving us the possibility to serve you in better condition. Helps us to be better and taking a couple of minutes to tell us your own opinion about the service that you received during your shopping into the Marionnaud shop. [...]