AboutAlex J. Caffarini Expertise I can answer questions on any of the following:
* Determining the best marketing research method for your needs;
* Conducting surveys (including questionnaire design);
* Measuring the effectiveness of marketing promotions;
* Determining market size or market share;
* Data analysis;
* Statistical modeling;
* Sales or business forecasting; and
* Market segmentation.
Experience I have 15 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.
Organizations American Marketing Association
Education/Credentials M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.
Question sir/mam,i am working in an animation skool as bdm ,our main source
of customers is students
1.how can we apply marketing research for our field
2.how can we do surveys in our field?
3.what surveys we can do?
4.how can we Measure the effectiveness of marketing promotions in our marketing activities
5.how to sales or business forecasting to our field
6.how to do market segmentation to our field
Answer Kaniyoor,
To answer your questions:
You can apply marketing research in many ways. But you must first define your business problem. What is the problem your animation school is facing? As someone in Business Development, is your business problem "How to increase enrollment at the school?" Is the problem, "What's preventing enrollment from increasing?" There could be other problems your concerned about. Once you have isolated the real problem, you will know the marketing research you need to conduct: the methodology, the tools, and the measurements.
Until you define your problem, you will not know if surveys are the best approach to getting the answers you need. If your problem is, "What's preventing enrollment from decreasing?" you may want to do qualitative research (e.g., focus groups, in-depth interviews, etc.) to isolate possible reasons, and then test them through a survey. Sometimes secondary research can provide you the insights you need.
If your business problem is "How to increase enrollment," then you will measure the effectiveness of marketing promotions using metrics that apply to enrollment. You might look at how many students you've marketed to that resulted in inquiries; the number of inquiries that led to visits with school advisors; the number of visits that led to applications; the number of applications that led to acceptances; and the number of acceptances that led to enrollment.
For sales and business forecasting, you should obtain total industry sales for the region you serve. Perhaps your trade associations have this information; or you may check out the Census Bureau's County Business Patterns. Sum up the total revenues for all schools in your area. Then look to see how many potential customers from your target market are residing in that area. Think of how much of those target consumers your school can realistically reach. And build your sales forecasts on that information.
Market segmentation means breaking up a market into smaller pieces based on some criteria. Look for clusters of students who behave a certain way. Perhaps one group of applicants or students tends to be young (e.g., 18-21), yet another tends to be older, middle age (e.g.,46-50). How do these groups differ in the marketing messages they respond to? How do the differ in the way they finance their education? How do they differ in their reasons for applying to the school?
