CL2 387

In CLA1, your assignment was to develop a marketing plan by conducting research to find
out if a new demographic would be potential customers in your clothing stores in the
suburbs.
The results are in and it appears that this new demographic in the suburbs will be willing to
purchase your products, good job! One of the drawbacks of this type of market research
is that the design process was time consuming and costly in terms of man hours.
As a result, you lost some of the market share due to new entrants to the clothing market
who also targeted this demographic. In an effort to be proactive and continue to grow the
organization by offering new products and selling them to a brand new demographic, you
want to create a more intelligent design for market research and planning. In addition, you
want this new design to be more robust and provide more detailed information about
survey participants.
Your assignment for this CLA is to build on what research design you have already and
create this intelligent marketing process that has the ability to utilize quantitative and
qualitative data, has modular design in terms of constructs, and can assign sampling and
survey/questionnaire design based on the data that is input.
Your report on this new intelligent research marketing process should be presented in a
market research report and you should ensure proper data preparation and analysis.

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