Keywords

photo department, competition, questionanaire, customer survey

Abstract

The undergraduate students will act as an outside marketing firm. They will perform two major tasks: competitive intelligence and market research. As part of competitive intelligence, the students will perform the following tasks: Identify major competitors. Compare competitors' prices and services to the Bookstore's. Compare competitors' technological capabilities to the Bookstore's. As part of the market research, the undergraduate students will perform the following: Develop and implement a pre-focus group questionnaire. (The results of this questionnaire will be used to identify the BYU Photo Developing Center' s current customers, and the results will be instrumental in selecting foc us group candidates. ) Conduct focus group interviews. Prepare and pre-test a customer survey. Administer this pre-tested survey to an appropriate sample of photo-developing consumers and possible consumers. Analyze and compile results of study into a report. Throughout this process, the group will receive input and suggestions from Bookstore management and advisors. Team comprised of Aaron Brough, Melissa Browning, Michael Cramer, Dan Exby, and Marcello Surjopolos.

Description

This is a collection of marketing research case studies of local companies prepared by BYU graduate students.