MPV case
by TraMy Dang
1. Step 4: Determine research design
1.1. Descriptive research
2. Step 3: Establish research objectives
2.1. figuring out the segments
2.2. sales forecasts
2.3. finding out customer needs
2.4. creating competition strategy
3. Step 5: Identify information types and sources
3.1. Secondary sources
3.1.1. internal: databases containing customer information
3.1.2. external
3.1.2.1. from available censuses and surveys on the Internet
3.1.2.2. from competitors
3.2. Primary sources
3.2.1. conducting survey
3.2.2. interviews
3.2.2.1. face-to-face
3.2.2.2. door-to-door
3.2.2.3. via Internet
4. Step 6: Determine methods of accessing data
4.1. company records
4.2. salespersons
4.3. from Internet
4.4. observation
5. Questions to be considered
5.1. Who are the potential customers?
5.1.1. Goal 1
5.1.2. Goal 2
5.2. Is it profitable/possible to compete with Ford?
5.2.1. Session Rule 1
5.2.2. Session Rule 2
5.3. What are the company competitive advantages?
5.4. How to create the most customer value?
6. Step 1: Establish the need for marketing research
6.1. not enough information
6.2. explore the new market
6.3. to identify the problems of this opportunity
6.4. whether or not to take this new opportunity
7. Step 2: Define the problem
7.1. sales may decline due to high costs
7.1.1. Sub Idea 1
7.1.2. Sub Idea 2