Data Analysis for Research

Topics: Chichester, West Sussex, Marketing Pages: 3 (673 words) Published: May 12, 2013
BML224: Data Analysis for Research
Quantitative Research Scenarios

Scenario 1: Customer Perceptions of the Toyota Brand
WKB Toyota in Chichester want to investigate customer attitudes towards the Toyota brand, to see if the press coverage regarding mechanical failures during 2009-2010 have had any long-term impacts on customer loyalty and potential sales to new customers. In the first instance, WKB can offer access to their own marketing database.

Scenario 2: Market Segmentation for Visit Chichester
Visit Chichester is in the process of realigning its marketing strategy to key customer groups in order to more effectively promote the visitor economy in the Chichester District. As part of the process they wish to conduct research to investigate current attitudes towards the Visit Chichester website. They wish to seek views from across a range of profiles including families with children, couples, and the retired market. The results will be used to determine the structure and content of the new Visit Chichester website.

Scenario 3: NatWest Banking Charter
Following its widespread publicity campaign, which included TV adverts and street billboards, and as part of its commitment to customer service, NatWest wish to undertake research to establish the impact of its Customer Charter. More specifically, they want to ascertain whether it has lead to a discernible improvement in customers’ perception of the bank’s service quality. They also wish to undertake an internal audit to assess whether staff have noticed an impact of the Charter.

Scenario 4: The Green Economy
The West Sussex Sustainable Business Partnership has commissioned the University of Chichester undertake research assessing the level of sustainable business practice by businesses across a range of sectors in West Sussex.  Specifically the WSSBP would like to establish the extent to which businesses are adopting green measures in key areas such as operations management, purchasing, and...
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