The reason behind selecting primary information sources for reaching the objectives of this marketing research is represented by the fact that primary sources of information are much more relevant for the researched problem. In this case, secondary sources of information are unlikely to address specific issues that directly concern Campbell Soup Company.
Also, primary sources of information present new data that the company can actually rely on and take into consideration when analyzing the situation. In addition to this, primary sources of information provide objective data.
However, the information provided by these primary sources must be supported by information provided by secondary sources of information. In this case, there are several steps that must be followed in collecting data from secondary sources of information: identifying the need for information, searching for sources of information, collecting secondary data, identifying the need for supplementary information (Kress, 1988).
Secondary sources of information present several advantages in comparison with primary sources of information: they cost less to obtain, and they can be faster accessed.
Research Methodology
The information that refers strictly to the company will not include consumers. For example, area managers will be in charge of analyzing the display of the company's products in the stores where they are commercialized, in order to ensure that product display is in accordance with what is established in the contract between the company and the store in case.
In order to gather the information that refers to consumers, it is recommended to include diverse data collection methods that can provide different types of information.
Important information can be obtained through a questionnaire. Such a questionnaire should be emailed. This is because it would be more comfortable for respondents. It would also be easier to analyze by the company and it would cost less than administering the questionnaire on the phone, on the street, or in stores.
The questionnaire must focus on determining whether consumers buy less of the company's products because their budget has been reduced. Also, the results of the questionnaire must provide enough information...
Such a marketing research method is intended to provide some answers regarding consumers' view on the company's products. The focus group should include 18 people and it should be centered around whether consumers are satisfied or not with the company's products.
Marketing Research Schedule
The duration of the company's marketing research is 3 months.
The schedule of the marketing research is the following:
Establishing objectives, hypotheses, and problems to be analyzed by the research -- 1 week
Establishing data collection methods and assigning of the required personnel -- 2 weeks
In-store observation -- 1 month
Administering questionnaire -- 2 weeks
Developing the focus group -- 1 week
Gathering information -- 1 week
Analyzing the results -- 1 week
In case the marketing research conducted by the company will not provide sufficient information, it is recommended to address a specialized marketing company in order to assess the situation.
Reference list:
1. Annual Report (2009). Campbell Soup Company. Retrieved August 12, 2010 from http://investor.campbellsoupcompany.com/phoenix.zhtml?c=88650&p=irol-reportsAnnual.
2. Kress, G. (1988). Marketing Research. Prentice Hall International. Third Edition, Englewood Cliffs, London. Retrieved August 12, 2010.
3. Our Company (2009). Campbell Soup Company. Retrieved August 12, 2010 from http://www.campbellsoupcompany.com/about_us.asp.
4. Klopsis, N. (2010). Campbell Soup Company recalls 35,000 cases of SpaghettiOs due to under-processing. NY Daily News. Retrieved August 12, 2010 from http://www.nydailynews.com/money/2010/06/18/2010-06-18_campbell_soup_company_recalls_35000_cases_of_spaghettios_due_to_underprocessing.html.
5. SpaghettiOs Recall 2010: Undercooked Meat Forces Campbell's to Recall 15 Million Pounds (2010). The Huffington Post. Retrieved August 12, 2010 from http://www.huffingtonpost.com/2010/06/18/spaghettios-recall-2010-c_n_616831.html.
