GRAPHING SURVEY QUESTIONS

The Esquire Survey of Drinking

Graphing your survey questions is easier if you own a Mac. You just put your results in Excel sheet and click on graph and voila it will automatic graph it for your with any graph style you want. Save the chart as picture (jpg) and then you can insert the file into your blog or any other doc. 

Final Project Pitch

My final marketing project will be for the company I work for, Western Veterinary Conference, one of the biggest conference in the nation for veterinary medicine and human medicine as well. Our company is growing very fast, we are planning for an expansion of our building to accommodate our growing clientele. So I came up with a suggestion to my CEO, David Little a few months ago, of having a Starbucks cafe inside our building. We brew instant coffee for our customers sometimes we cannot keep up with the brewing!.  My hypothesis is that if we open at Starbucks, doctors would not mind if they have to purchase a cup of coffee, it will be convenient for them since they do not have to get out of the building to purchase their favorite drink while having a break during their long lectures.With the new expansion of our building it means that we will have more clients and our coffee pots won't be enough to handle demand for coffee.

NEW PRODUCT: ANALYSIS

The new fragrance product is for women, so my survey question was towards female but some males did answered as well since some of them are the buyers for that product. Now my hypothesis was that women, specially my target demographic, do not care much for celebrity brand names which is not the same as a celebrity endorsing a perfume like Chanel No 5.
 The fourth-quarter sales announced by Elizabeth Arden earlier this month weren’t just alarming to analysts. They point to something that some people in the fragrance business have long suspected: Celebrity name-slapping on perfumes and colognes has its limits.(adweek.com) Because of my survey and together with my research, the conclusion is that the millennial generation do not care about celebrity brand names, they care about quality and they are not afraid to pay for quality and value. According to retailleader.com "To engage millennials, or those between the ages of 17 and 34 who collectively are expected to spend more than $200 billion annually starting in 2017 and $10 trillion in their lifetimes, companies should engage them with social media, Advertising Age said. When millennials provide feedback, companies should acknowledge it, the story said. This demographic forms intense brand loyalty, with 70 percent claiming they come back to brands they prefer."

NEW PRODUCT

HYPOTHESIS: Women prefer well known perfume brand names over celebrities brand.
PERFUME INDUSTRY: No longer considered as an extravagant grooming accessory, perfumes have metamorphosed into a “feel good” factor, which complements the consumer’s need for expressing individuality, and personal style. The wide range of themes and choices enable consumers to choose fragrances that complement respective personal and characteristic traits. It is clear that the fragrance industry is booming. Sales may be soft in the U.S., but they booming overseas. According to Euromonitor, The perfume industry will bring estimated $46 BILLION a year in revenue by 2017 or 2018,
 PITCH:
L'FEMME perfume for women would do just that, it will expressed  women individuality and their personal style by harmonizing the most popular scents in nature with  lily of the valley being one of the main aromas. Being feminine and sexy is not longer just wearing stilettos and wearing makeup but smelling good no matter what you wear. 

The Web's New Gold Mine: Your Secrets

Today's market is so competitive compared to 15-20 years ago. Companies are so eager to gain customer base at all cost. They all want to be the first ones to deliver what the customer wants and what they need as fast as possible. Unfortunately our privacy would have to suffer in order for us to have our needs and wants delivered no matter how, and the only tool available is the Internet. Marketer researcher are using what they call, mapping and tracking.
"The Journal conducted a comprehensive study that assesses and analyzes the broad array of cookies and other surveillance technology that companies are deploying on Internet users. It reveals that the tracking of consumers has grown both far more pervasive and far more intrusive than is realized by all but a handful of people in the vanguard of the industry.

• The study found that the nation's 50 top websites on average installed 64 pieces of tracking technology onto the computers of visitors, usually with no warning. A dozen sites each installed more than a hundred. The nonprofit Wikipedia installed none.
• Tracking technology is getting smarter and more intrusive. Monitoring used to be limited mainly to "cookie" files that record websites people visit. But the Journal found new tools that scan in real time what people are doing on a Web page, then instantly assess location, income, shopping interests and even medical conditions. Some tools surreptitiously re-spawn themselves even after users try to delete them.
• These profiles of individuals, constantly refreshed, are bought and sold on stock-market-like exchanges that have sprung up in the past 18 months."(WSJ)

One such ecosystem is Yahoo Inc.'s ad network, which collects fees by placing targeted advertisements on websites. Yahoo's network knows many things about recent high-school graduate Cate Reid. One is that she is a 13- to 18-year-old female interested in weight loss. Ms. Reid was able to determine this when a reporter showed her a little-known feature on Yahoo's website, the Ad Interest Manager, that displays some of the information Yahoo had collected about her.(WSJ)
We are so busy with our lives that we do not realized that our lives are being monitored and that is scary.

SECONDARY DATA & SURVEY

Advantages and Disadvantages of Secondary Data:
Secondary data is often the most convenient and cost-effective option when doing marketing research. according to study.com secondary data is information that has been collected for a purpose other than your current research project but has some relevance and utility for your research.
The primary advantage of secondary data is their availability. Obtaining secondary data is almost always faster and less expensive than acquiring primary data. This is particularly true when researchers use electronic retrieval to access data stored digitally. In many situations, collecting secondary data is instantaneous. (Essentials of Marketing Research, 4e, 122).
An inherent disadvantage of secondary data is that they were not designed specifically to meet the researchers' needs. Thus, researchers must ask how pertinent are the data to their particular project. The most common reasons why secondary data do not adequately satisfy research needs are (1) outdated information, (2) variation in definition of terms, (3) different units of measurement, and (4) lack of information to verify the data's accuracy. (Essentials of Marketing Research, 4e,123,124).

Survey:
 According to Essentials of Marketing Research, a survey is defined as a method of collecting primary data based on communication with a representative sample of individuals. Surveys provide a snapshot at a given point in time.
 Typically, surveys attempt to describe what is happening, what people believe, what they are like or to learn the reasons for a particular marketing activity. Demographic information and information on media exposure might also be collected in the survey to help plan a market segmentation strategy (Essentials of Marketing Research, 4e, 147)