The document provides guidelines for conducting an online survey for a DVD rental company. It begins by outlining the objective of the survey, which is to determine the level of competition in the DVD rental market and customer satisfaction with existing services. It then designs a survey with questions about how respondents first learned about the company, how many times they have used the rental service, and their satisfaction levels. The document concludes by stating the survey will be emailed to 25 respondents and the results will be analyzed.

1. Online Assignment – Your Homework Help
Partner
SUBJECT: Marketing
Task One:
a) What are the types of information available with an organization
from its own internal sources?
From internal resources Internal data are usually derived from six
sources the accounting system, sales reports, the client list, a Web
site “hits” report, company staff, and previous studies. It should be
pointed out that a survey or study performed by the company is
considered primary data gathering at the time of the study, but that
the report retained as a file then becomes part of the internal data.
These are all valuable tools for measuring the performance of
cultural organizations.
The accounting system can furnish a great deal of interesting
information – for example, the break-even point for the company
as a whole or for each company -product individually. It also
enables the marketing manager to measure how profitable
corporate marketing efforts have been. An analysis of the data
supplied by the accounting system can orient the firm and the
gathering of primary and secondary data.
Companies can also use data drawn from sales reports generated

2. by the box office or customer billings. Box-office data enable the
marketing manager to plot the sales curve of a particular event,
compare it to previous years, and decide, if necessary, what
measures to take. These measures may affect one or several
variables in the marketing mix. For example, if there is always a
drop in sales a few weeks after the start of an event, it might be
worth increasing the promotion budget for this period in order to
maintain or increase attendance figures.
Such data enable a company to correct a strategy, based on the
results obtained. Over the years, company standards may develop
as guidelines not only for analyzing or forecasting sales figures but
also for enhancing the marketing planning process.
The client, subscriber, or donor list of an organization, be it
commercial or non-profit, is a mine of interesting information. The
geographic location of customers, for example, is actually a
company’s trading area.
For other useful information, the marketing manager need look no
further than the staff members who actually come into contact with
the customers. These include telephone operators, ticket agents,
ushers, security guards, guide-interpreters, and restaurant and bar
personnel. Employees in communications or sales can collect data
that may prove highly relevant to those making the final decisions.
Of course, every analyst must be well acquainted with previous
studies or surveys. Although the information may have become
outdated, it can provide important clues on how to analyze the
current situation. It might even be worthwhile repeating the
experiment to compare the new data with the old.
Finally, thanks to the proliferation of Web sites, it is relatively easy
for a company to obtain information on a particular industry. For
example, all professional associations in the arts and cultural sector

3. have an Internet site, many of which provide direct links to the
association’s member organizations.1
For your organisation, what are the sources of information
available within the company, and how this information being
used? Review the system for capturing marketing information, and
examine how this system can be improved.
As discussed in previous answer internal data consist of such
information as data generated in house for earlier studies as well as
analysis of customer files ,Retail organization like mine contains
past customer transactions ,letters from customers ,sales call
reports, and data collected via warranty cards. Increasingly
organization like mine use these data to compute Customer
lifetime value profiles for various customer segmentation. These
profile include customer acquisitions cost(the resources needed to
establish a relationship with the customer),the profit generated2
USING THE DATABASE
1) To Identify Prospect: company identifies orspects by
generating leads by advertising their product or servise.The
ad generally contains the ad feature ,such as business reply
card or toll free phone number.The database is built from
these responses.The company sorts through the data base to
identify the best prospects,then contacts them by
mail,phone,or personal call in an attempt to make them into
customers
2) To Decide which customer should get particular
offer.Companies are interested in selling,up selling and cross
selling their products and services .company set up criteria
describing the ideal target customer for a particular

4. offer.Then they search their customer database for those who
most closely resemble the ideal type .By nothing response
rates a company can improve its targeting precision over time
.Following a sale , it can set upan automatic sequence of
activities
3) To Deepen Customer Loyalty : Companies can build
interest and enthusiasm by remembering customer
preferences ;by sending appropriate gifts,discounts
couponsand interesting reading material
4) To Reactive Customer Purchases: Customer can install
automatic mailing programme(automatic marketing) that
send out birthday or anniversary cards,Christmas shopping
reminders ,offseason promotions,the database can help the
company make attaractive or timely offers3
5 ) To Avoid Serious Customer Mistake: Customer
relationship management is the most important concept of the
modern day marketing. CRM is all about managing detailed
information about the individual customers and carefully managing
these customers by delivering superior customer value and
satisfaction. CRM is also known as data base management. More
than just a software package, it involves people across virtually
every area of a company in a process that captures data and applies
it to strengthen customer relationships, improve communication,
identify and act on selling opportunities, save money, enhance
customer loyalty and increase profitability.
With the help of CRM the companies can manage the data base of
their customers; this data base helps the organization to sort best
possible information about the customers and to retrieve it on
timely basis. Such laser like precision and efficiency, coupled with
the comprehensive customer histories in your CRM program, can
add muscle to your sales team, allowing them to spot selling
opportunities and act on them. In addition, you can examine data
about customers and create profiles of your best and most

5. profitable customers, dividing them by industry, geography, size of
company or other demographics. In doing so, your company can
ensure that it is focusing marketing efforts on its best customers
and prospects, again avoiding the waste of targeting customers
who are not profitable and prospects who aren’t a good fit for your
business4
TASK 2
a. What are the advantages of qualitative research over
quantitative research?
Qualitative research design is a method of experimentation used
extensively by scientists and researchers studying human behavior
and habits. It is also very useful for product designers who want to
make a product that will sell.
For example, a designer generating some ideas for a new product
might want to study people’s habits and preferences, to make sure
that the product is commercially viable. Quantitative research is
then used to assess whether the completed design is popular or
not.5
Some marketers prefer more qualitative methods for gauging
consumer opinion because consumer actions do not always match
their answers to survey questions.Qualitative research techniques
are relatively unstructured measurement approaches that permits a
range of possible response ,and they are creative means of
ascertaining consumer perceptions that may otherwise be difficult
to uncover
Quantitative market research projects often include larger numbers
of respondents (quantity, as the name implies) and for that reason
tend to cost significantly more than qualitative market research
does 6

6. Qualitative techniques are extremely useful when a subject is too
complex be answered by a simple yes or no hypothesis. These
types of designs are much easier to plan and carry out, useful when
budgetary decisions have to be taken into account.
The broader scope covered by these designs ensures that some
useful data is always generated, whereas an unproved hypothesis in
a quantitative experiment can mean that a lot of time has been
wasted. Qualitative research methods are not as dependent upon
sample sizes as quantitative methods; a case study, for example,
can generate meaningful results with a small sample group7
b. Assume that a leading toiletries and home products
manufacturer has the formula for a new brand of toothpaste
which removes bacteria and plaque from the teeth, which
build up at night. He wants to know what branding and
positioning strategy to follow for the launch of this new
toothpaste.
Design a qualitative study with discussion group guidelines
and projective techniques to be used for focus groups to
be used to determine if this toothpaste can be positioned as a
“night” use toothpaste.
Recently, there has been a huge growth in the number of different
flavors for toothpaste on the market - a trend that is set to have
caught the imaginations of many consumers who have grown tired
of box standard mint flavorings. Many consumers base a lot of
their purchase decisions on how comfortable a toothpaste feels in
their mouths, whether the taste is good enough, whether the
toothpaste suits their mouth, or whether the toothpaste contains all
the possible ingredients for protection of their teeth. They also base
their purchases around the ability of the toothpaste to “remove
food particles; plaque removal and gum stimulation

7. Consumers first purchased toothpastes without much knowledge or
information concerning the product’s benefits. As new product
development
increased, and consumers became better informed about the
benefits of
toothpastes, they began to focus their interest not only on cavity
prevention,
but also on the health of their gums, their oral hygiene, and their
cosmetic
appearance. Because consumer interest and toothpaste purchases
began to
increase, advertising and promotion also began to increase, which
lead to the
development and addition of the super-premium product class.
Consumers began to purchase toothpastes based on the specific
benefits each toothpastes and company had to offer.
4 P’S OF PRODUCT MIX
1) Price
Under a mainstream-positioning strategy,. The price would be
economical as compared to other toothpaste brands to earn
maximum profits
2)Product
It is a product that should add value
to a buyer’s life. It should also add utility, and meet the wants and
needs of
targeted consumers. The product should be unique and different
from all
similar products that are already available on the market. The
strategy is to
differentiate the product’s design and packaging, which in return

8. will cause
the toothpaste to stand out.
3)Place
The most important part of marketing is how our product will get
from the
seller to the buyer. Many products go through a channel of
distribution,
which involves manufactures, wholesalers, retailers, and
consumers
4) Promotion
Product promotion is communication spread through advertising,
publicity, and sales promotion. Toothpaste would
advertise their products by using commercial, magazine ads, the
radio,
ads that are to be placed in dentist offices, billboards, and the sides
of
buses. Advertising would also be done to promote new products,
remind consumers of
existing products, and also promote the image of the company at
hand. special coupons and rebates would be offered and also food
products
Target market proposed strategies
The first segment market that ‘toothpaste’ will target will be
consumers who are concerned about oral health issues, such as
fighting plaque and gum disease. These consumers are known as
“therapeutic
consumers,” because they purchase products, toothbrushes, that
will be the most effective when it comes to oral health care. These
consumers “buy anduse products for themselves,”. Consumers in
this target marketusually do not care about the price, as long as
they are getting the highestquality products. Most consumers in

9. this segment are adults, especially oneswho have oral health
problems.
Advertising and promotion would be done through
commercials,magazines, radio, and ads put up in places such as
dentists offices. Theseadvertising and promotion mediums would
target this segment’s consumers,
and would focus on the benefits toothpaste has to offer in
connection with oral healthcare. Commercials made for this market
segment would also show the benefits of the toothpaste, possibly
through
demonstration. Commercials would air at night during “prime-
time”, the time in which most people watch television, and during
the day, especially during soap operas. These are the time periods
in which more adults watchtelevision.8
Marketing strategy - Launching a new brand:
Well, in this clutter of toothpaste brands is there a possibility for a
new brand to grow and gain significant market share? Only a
disruptive strategy will help.
How about a toothpaste specially made for brushing at night? If
such a product has its benefits and is proven scientifically, then it
will be easy to weave a marketing strategy around this concept and
make every other brand as morning toothpaste category. This will
help the new brand to gain significant market share in its niche,
night dental care segment.
Win-Win:
As still significant percentage of people brush only in the morning,
a separate toothpaste for night will push more people to brush
before going to bed. This will not only improve the topline growth
of toothpaste brands, but also help people develop the good habit
of brushing twice a day.9

10. TASK 3
Design and execute an online survey for a DVD rental company.
The objective of the survey is to determine the level of competition
in the market, and customer satisfaction with existing DVD rentals
in your area.
Design and email the questionnaire to 25 respondents, and analyse
the results.
Around 7 companies offer online DVD rental in the city. Many are
powered by LoveFilm, the UK’s biggest online rental company,
but the market still offers a good choice of independents and
different subscription packages.
See our DVD rental table below for a comparison of some of the
biggest online DVD rental companies and what they offer.
Online DVD rental services compared (10)
Online DVD rental providers
Game
Numbe Basic Medium Premium Fre rental
Service r of user user user e availabl
provider DVDs package package package trial e
£15.99
£12.71 (Unlimite
£4.88 (2
(unlimite d rentals,
Blockbuste per 14
65,000+ d rentals, 2 at a No
r month, 1 days
2 at a time, 2 in
at a time)
time) store
rentals.
£4.89 (2 £12.49 £14.99
Cinema per (unlimite (Unlimite 14
65,000+ No
Paradiso month, 1 d rentals, d rentals,3 days
at a time) 2 at a at a time)

11. Online DVD rental providers
Game
Numbe Basic Medium Premium Fre rental
Service r of user user user e availabl
provider DVDs package package package trial e
time)
£12.72 £15.65
£3.91 (2
(unlimite (Unlimite
per 14
LoveFilm 65,000+ d rentals, d rentals, Yes
month, 1 days
2 at a 3 at a
at a time)
time) time)
£4.88 (2 £12.71
£24.46
DVDs (unlimite
b (Unlimite 14
Out Now 65,000+ per d rentals, No
d rentals,6 days
month, 2 2 at a
at a time)
at a time) time)
£3.88 (2 £11.72
£14.66
DVDs (unlimite
c (Unlimite 14
Tesco 56,000+ per d rentals, Yes
d rentals,3 days
month, 1 2 at a
at a time)
at a time) time)
£9.78 £12.72
£15.65
(unlimite (unlimite
WH Smith (unlimited 30
c 60,500+ d rentals, d rentals, Yes
rentals, 3 days
1 at a 2 at a
at a time)
time) time)
The Sun
Movie 65,000+ £3
d
Club
We have conducted a survey to compare the level of customer
satisfaction as well as the level of competition prevailing in the
market.

12. It gives a great pleasure having you as our esteem customer.
On completing of a successful year, we would like to serve you
better. Kindly fill the following survey and help us to serve
your better.
We appreciate you taking the time to complete this brief
survey. It will help us learn how to better meet your needs for
our DVD rental machines.
The survey will take roughly 3 to 4 minutes to complete.
Remember, survey participants will be given a Promo Code for
a free rental!
Your information will only be used for this research project
and will not be passed on to any other companies.
1. How did you first learn about Instant DVD’s rental
machine?
In-store demo
Flyer handed out in store
Seeing the machine in store
Email referral
Word of mouth
Other
2. How many times have you used Instant DVD’s rental
machine?

13. Once
2-4
5 or more
3. Since you discovered Instant DVD’s rental machine are you
visiting the store?
More frequently
Less frequently
Same as before
4. If you are visiting more often how many times?
One additional trip per week
Two additional trips per week
More than two additional trips per week
Not Applicable
5. When using Instant DVD’s rental machine what is most
important to you?
Cost
Convenience
Movie selection
Other
6. How would you rate the DVD rental machine as a service?
Very positive
Mildly positive
Makes no difference
Don’t like the service
7. What is important to you when chosing which DVD to rent?

14. Genre
Top 20 Renters
Actors or Directors
Website showing current and coming New Releases
Other
8. When you buy DVDs do you?
Like to rent a DVD and then buy it if you like it
Just buy a DVD if you think you’ll like it
Mostly buy DVDs as gifts
Rarely buy DVDs
9. Does renting a DVD influence the DVDs you buy?
Makes little difference
More likely to buy a new release DVD
Less likely to buy a new release DVD
10. Are you more likely to buy a DVD if you received Promo
Codes for discounted rentals on other DVDs?
More likely
Less likely
Makes no difference
11. Are you more likely to visit a supermarket or convenience
store where you can rent DVDs?
Much more likely
Somewhat more likely
Makes no difference
Less likely

15. 12. Now that you can rent from an Instant DVD rental
machine?
I will continue to visit the local video store but less often
I will not visit the video store
I will visit the local video store about the same as before
13. Do you know approximately how much your local video
store charges to rent an overnight new release DVD?
More than $7.50
Between $5.50 - $7.50
Between $3.50 - $5.50
Don’t know
14. How would you rate the ability to rent from any Instant
DVD rental machine and return to any other machine?
Extremely valuable
Very valuable
Somewhat valuable
Not valuable
15a. Would you be interested in a monthly subscription where
you can rent unlimited DVDs from any of the machines each
month (1 at a time).
Very interested
Mildly interested
I prefer to just pay $2.99 each time I rent
Not interested

16. 15b. If you were interested in a monthly subsription for renting
DVDs what would you be willing to pay each month for this
service?
16. When you rent or return a DVD at the supermarket or
convenience store what other products might you be interested
in purchasing?
(tick all that apply)
Snacks and drinks to consume while watching the movie
Ready made meals for my next meal
Some household groceries I’m running short of (e.g. Milk,
eggs, bread)
My weekly grocery shopping
I wouldn’t buy anything, just rent a DVD
17. What other suggestions for improvement or new features
would you like to see?
(tick all that apply)
A weekly new releases email newsletter
Coming new releases and movie trailers on the Instant DVD
website
The ability to view a machine’s inventory online and reserve a
DVD for pickup later
The ability to purchase ex-rental DVDs from the machine
Back catalogue DVDs via an online mail order subscription
service similar to Bigpond Movies or Quickflix?
Customer satisfaction determination:

17. A. Was the DVD ordered received within stipulated time: yes/no
B. Was the visual quality of DVD good enough: yes/no
C. Was the sound quality of DVD good enough: yes/no
D. Was the DVD correctly sent: yes/no
E. Was the price charged fair: yes/no
F. Was the DVD available on 1st request: yes/no
G. Was the pick up done on time: yes/no
H. Would you prefer this DVD rental company over other
companies: yes/no
I. Would you like to order again from this DVD parlour: yes/no
J. Are you satisfied with the service? If no why: yes/no
K. Please provide us any other comments, suggestions or
feedback you might have:
What is your age?
0-18
18-24
25-34
35-44
45-54
55 or over

18. Name:
Gender:
Location:
Analysis for customer satisfaction:
24
23
22
number of
21 people
answering in
20 yes
19
18
A B C D E F G H I J

19. From the bar graph above it can be easily depicted that number of
people answering in a positive manner (out of sample size: 25) is
very high. So, it can be said that the company is running with great
customer satisfaction.10
Few suggestions that were received are:
1. to keep more old English classics
2. to open up more outlets in neighbourhood.
Reference list
References Source
1) 1 www.gestiondesarts.com/index.php?id
article
2) (Consumer Behaviour) by LeonG.schiffman,leslie lazar kanuk
Book
,9th edition ,pg 40
3) PHILIP KOTLER & KELVIN KELLER edition 12 e , page
Book
107

20. 4) HTTPS://WWW.CRMASSOCIATION.ORG
Web
5) http://www.experiment-resources.com/qualitative-research-
Electronic
design.html#ixzz0I9SKbYZZ&D
book
6) http://wiki.answers.com/Q/What_are_the_advantages_and_
disadvantages_of_qualitative_and_quantitative_research
Web
7 ) http://www.experiment-resources.com/qualitative-research-
Web
design.html#ixzz0I9SkxvWE&D
8) http://www.managementparadise.com
Web
9 )http://www.bizdewz.com/toothpaste-market-selling-a-new-
brand/ Web
10) www.instantdvd.com
Web
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