Marketing research methods and applications

Marketing Research Case Study

Case 2.2 is an examination of BAIGlobal, a marketing research firm that provides information on credit card and direct mail customer interactions. Recently BAIGlobal has expanded into the international marketplace, and their team of direct marketers is currently experiencing new challenges. Formerly working only within the United States, BAIGlobal faces many new challenges upon entering the international marketplace. Among the new products include Inside Track which provides information on credit card and direct mail customer retention and Mail Monitor which analyzes the performance of credit card and direct mail acquisition programs. Clients include large corporations such as AT& T, Chase and Pfizer Inc.

CASE QUESTIONS:

Does BAIGlobal seem to perform cross-sectional or longitudinal studies.

BAIGlobal performs cross-sectional studies, because their marketing research involves measuring the performance and retention of services provided by multiple companies over a period of time, to account for trends across all companies during that time. If they conducted longitudinal studies their information would be based entirely on the performance of one company over a period of time alone.

2. Before BAIGlobal ventured outside the United States, what do you believe where their objectives. State them as you believe BAIGlobal did.

Before venturing outside the United States, their intent was providing singularized data information collection services to corporate clients seeking information about customer buying patterns and purchases within the United States. Particularly their efforts were targeted at collecting information about consumer wants, needs and preferences. Their objectives included assessing the effectiveness of direct mail campaigns targeted at consumers within the United States. Their objectives also included providing optimal researching information for direct marketers within the regional/national scope of United States businesses.

2. What type of research does BAIGlobal seem to use in its studies?

BAIGlobal uses investigative research, incorporating statistical information and facts from which they draw conclusions about trends and patterns in customer transactions and responses to direct mail campaigns. Their results are qualitative in nature, providing statistical information and reports to corporate clients. They investigate the number of consumer responses generated through direct mail marketing campaigns in order to help corporations and advertising agents better market their products and services. Their effort is aimed at understanding the international market at present. Their efforts are aimed primarily at data analysis.

Conclusion