MARKETING RESEARCH REVIEWER PHONE SURVEYS

PART 1 Marketers conduct phone surveys with larger.

numbers of consumers and customers.
“Marketing without data is like driving with your eyes
closed.” ONE-ON-ONE INTERVIEW

MARKETING RESEARCH Conducted in a comparable manner to focus groups,

A lot of organizations find the markets they serve are
dynamic with customers, competitors and market
situations constantly changing. These organizations
discover that marketing efforts that work today cannot
relied upon to be successful in the future.
but with only one person. One-on-One interview go a
step further than usual personal interviews. Company
manager use these interviews to observed someone
actually using their product.
TESTING

Gaining knowledge for marketers is accomplished Often, companies take marketing research one step
through marketing research. further with actual test marketing.

NATURE OF MARKETING RESEARCH Market research can be separated into two basic
categories:
MARKETING
• Problem Identification Research
It is the process of planning and executing the • Problem Solving Research
conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges that PROBLEM-IDENTIFICATION RESEARCH
gratify both individual and organization objectives.
1. BRAND IMAGE
MARKETING RESEARCH
The company needs to think all aspects that make its
It is a significant part of such a marketing intelligence different customers to purchase.
system. Through providing relevant, accurate, and
timely (RAT) information, marketing research helps to 2. MARKET CHARACTERISTICS
improve Management decision making.
It is an estimate of a product’s potential profit.
3 MAJOR CATEGORIES OF MARKETING
RESEARCH 3. MARKET POTENTIAL

Programmatic Research This is the percent of total product sales compared to

a company’s competitor.
Develops market options through market
segmentation, market opportunity analysis, or 4. MARKET SHARE
consumer attitude and product usage studies
This is the percent of total product sales compared to
Selective Research a company’s competitor.

different decision alternatives such as new product PROBLEM SOLVING RESEARCH

concept testing, advertising copy testing, pretest MOBILE STYLE
marketing, and test marketing
1. DISTRIBUTION RESEARCH
Evaluative Research
this is determining where product should be sold and
Evaluation of performance of programs how to get it.

METHODS OF CONDUCTING MARKETING 2. MARKET SEGMENTATION

RESEARCH
This concerns grouping customers by similar
FOCUS GROUPS backgrounds or the same purchase behavior.

It usually conducted at focus group facilities. These 3. PRICING RESEARCH

facilities have one-way mirrors so managers can
eavesdrop to consumers’ feedback about their This is about determining the ideal price for the
product and services. company’s product.
 4. PRODUCT RESEARCH Research Instrument

This concerns testing a company’s new or revised
products or completing test marketing
5. PROMOTIONAL RESEARCH
This is on following up with the effectiveness of the
company’s advertising strategies
MARKETIN RESEARCH (BY GROUP)
“JOLLY ME: THE EFFECT OF MODERNIZATION IN
CUSTOMER SATISFACTION AT JOLLIBEE SM
CITY VALENZUELA”
The researcher will use a survey questionnaire. The
questionnaire formulated is a close-ended
questionnaire that consists of two sets. The first set
consists of five (5) demographic questionnaires to get
information about the respondent's age, gender,
income, etc.
The second set consists of a Twenty (20) Likert scale
questionnaire, About the Price increase, Advertising
Campaign, Technology, and Sanitation. The choices
range from very satisfied (1), satisfied (2), Neutral (3),
unsatisfied (4), and very unsatisfied (5).
1. Percentage

Introduction F = is the frequency

N = is the total number of respondents
In today's fast-paced and ever-changing business 100 = is a constant value
landscape, modernization has become a key driver
for success. With advancements in technology and 2. Average Weighted Mean
changes in consumer behavior, companies must
adapt to meet the evolving needs of their customers. the use of frequency distribution, percentage, and
Therefore, it is essential to conduct marketing weighted mean.
research to explore the effects of modernization on
customer satisfaction, identify the challenges, and Statistical Treatment of Data
provide insights that can help companies develop
effective strategies to enhance their customers' The data that will be gather in this study will be
experiences. collected and tallied.

Statement of the Problem Chapter 1

The purpose of the study is to assess the Effect of Introduction
Modernization in customer satisfaction at Jollibee, SM Background of the study
Valenzuela City, for the year 2023. Specifically, it Statement of the Problem
seeks to answer the following sub-problems:
CHAPTER 2
1. What is the profile of the respondents in terms of: Review of related studies (Local & Internationl)
1.1 Age
1.2 Gender CHAPTER 3
1.3 Socio-economic status Methodology
2. How does the Factors Affect the Customer Research Design
Satisfaction? Research Instrument
2.1 Price Increase - Statistical Tools
2.2 Advertising Campaign - Sampling, Survey
2.3 Technology Data Presentation/ Table Interpretation
2.4 Sanitation/Cleanliness
3. Is there significant difference of the customer service Market Trend
between ordering through online platforms and 1. Demographic Segmentation
physical visits? 2. Geographic Segmentation
4. What are the challenges encountered that have 3. Psychographic segmentation
been brought up by the modernization that affects the 4. Behavioral segmentation
customer service of the company?
5. What marketing strategies may be proposed to Competitor Analysis
meet their customer’s satisfaction?
Marketing Observations
Research Design Advantages & Opportunities
This study will be used Descriptive research design.
Marketing Tools
Sample and Sampling Technique Predictive Modeling Tools
(200) two hundred respondents will be chosen to Surveys
answer the survey. The Simple Random Sampling Marketing Data Website