Reflection on Customer Profiling, Experimental Design, and Monitoring Business Performance
First, need to know how to use SPSS. - Please write a short essay, addressing the three questions below. The essay should reflect the key concepts and data analysis strategies learned from the course. I already uploaded assignment instruction and course slides.
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this class is Customer Data Analysis and Relationship Marketing. for this assignment, we don't need to analyze any data. but writer need to know how to use spss
MK726 Final Reflection Instruction Please write a short essay (double-spaced in 5-8 pages) addressing the three questions below. The essay should reflect the key concepts and data analysis strategies learned from the course. 1. Customer profiling Green Chef Corporation commits to offering sustainable meal kits that minimize environmental impact while creating a delicious home-cooked meal (https://www.greenchef.com/green-practices). Please propose a data collection plan to profile Green Chef’s target customers. The proposed plan should address heterogenous customer characteristics that correspond to the company’s commitment. Specifically, list what types of customer information should be helpful and how to collect them. 2. Experimental design The COVID-19 pandemic has hampered consumers’ psychological well-being and devastated businesses, especially in the leisure travel industry. Research shows that nostalgia can counteract negative emotions (Tilburg and Igou, 2013; Zhou et al., 2008) and improve psychological well-being (e.g., Cheung et al., 2013; Routledge et al., 2011, 2012, 2013; Sedikides et al., 2016). Please design a marketing message that embeds the concept of nostalgia and another factor that can potentially moderate the effect of nostalgia to increase consumer desire for post-pandemic travel. Your idea should be ORIGINAL. Specifically, please address the following aspects: • What can be the second factor (moderator) that you think can moderate the effect of a nostalgic marketing message? Briefly justify why. • How to manipulate the two independent variables? • How to measure the dependent variable? • Briefly write the procedure of the study [Reference the articles posted for “8_experimental design” for the write-up.] 3. Monitoring business performance TJX is an off-price retailing corporation that includes retailers such as T.J. Maxx, Marshalls, Home Goods, Home Sense, etc., headquartered in Framingham, Massachusetts. TJX Companies achieve annual sales volume greater than Macy’s or J.C. Penney and Nordstrom combined. The reward program of TJX helps cultivate not only customer-company relationships but also track consumers’ purchases and reactions to marketing tactics. Using the marketing-performance outcome chain (see Figure1 below), design a Key Performance Index (KPI) system that includes six marketing metrics that monitor EACH STAGE of the value creation chain. The goal is to help TJX accurately diagnose how marketing programs contribute to business success. For each selected marketing metric, briefly explain why it is selected and how to collect data to measure it. Delivery: a word or pdf document. You do NOT need to collect or analyze any data for this individual report. Notes: please cite when you reference any work.
Final Reflection
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Final Reflection
Customer Profiling
A data collection plan is an effective tool utilized by a researcher to confirm that data collected during marketing research is useful and collected appropriately. Green Chef Corporation intends to create a customer profile that can be effectively used to tailor marketing activities. Customer profiling is a process through which one quantifies and summarizes the defining characteristics of a customer such as geographical data, demographic data, and psychographic data, and combines it with the purchasing behaviors to understand the customer and their motivations (Rintamäki & Kirves, 2017).
First, it is essential to determine the data that should be collected to create a profile for Green Chef’s target customers. The data required to create a profile of Green Chef’s target customer will be demographic data and psychographic data and has to take into account the heterogeneous nature of their customer. Demographic data refers to population-based factors such as race, age, marital status, income levels, and location, among others. The essential demographic data required for the customer profile include age, gender, race, employment status, and income. Notably, demographic data is observable and can be collected using a survey document. Psychographic data is the unobservable data that seeks to identify the underlying activities, opinions, values, and interests that play a role in shaping a customer’s behaviors. While demographic data is quantitative, psychographic data is largely qualitative. Green Chef mainly offers healthy eating options to their target customers. As such, it is essential to develop a profile that takes into account the psychographic characteristics of customers who are interested in healthy eating.
Based on the type of data to be collected, it is essential to determine the best source of data. Notably, the best source for the ideal data required to create a customer profile for Green Chef is both primary and secondary sources. The primary source of data will be sourced from the target customers who order food through the website, while the secondary source of data will be the existing customer data (Goertzen, 2017). In the proposed study, the data shall be collected from the existing loyal customers given that the company has been in operation for ten years. The best data collection method is the use of a web-based questionnaire. To this end, the target respondents will be directed to a page containing a questionnaire with questions that collect their demographic and psychographic data.
Once the types of data and data sources have been determined, one should address the sample and the ideal sample size. Notably, the ideal research approach is quantitative research survey research. Given the challenges in collecting data from all ideal Green Chef’s target customers, it is essential to collect data from the most representative sample. The most representative sample for the proposed study is the existing Green Chef customers. A multiphase sampling approach will be the most appropriate method to collect data for developing a customer profile for Green Chef (Etikan & Bala, 2017). In phase 1, the secondary data collected by Green Chef through their CRM will be used to determine the customers based on their return on investments. In the second phase, simple random will be used to collect data from the sample size identified in Phase I. The study will aim to receive responses from at least 250 respondents.
Data will be collected with the use of an online questionnaire. The preliminary consideration when developing the online questionnaire is making sure that the questions in the questionnaire collect the required information. The questionnaire will contain six sections. Section A will collect the demographic data of the respondents such as age, gender, income, education, hobbies, race, marital status, and employment status. The remaining five sections will each contain seven questions to determine the personality, values, attitudes, lifestyles, and interests of the respondents. In total, the number of questions will be 44. Once the questionnaire is developed, it will be placed on survey monkey and linked to a database, which will record the responses. SPSS will be used to analyze the data collected and develop a customer profile.
Experimental Design
A moderating factor that can moderate the effectiveness of a nostalgic marketing message in encouraging leisure travel is online reviews. Increasingly, online reviews are emerging as an essential determinant factor for informing decision-making on purchasing decisions. To this end, online reviews have emerged as a form of word of mouth whose relevance in decision-making has been increasing with time (Li et al., 2018). Before deciding on whether to go to a tourist decision, many people refer to existing reviews of the destination from other people to minimize risk when deciding on tourism destination. To this end, consumers view online reviews about a travel leisure destination to be more reliable than comments made by marketing personnel. Consequently, online reviews are likely to moderate the effectiveness of a nostalgic marketing message.
The two independent variables in the study would be nostalgia and online review. Nostalgia shall be manipulated using a marketing video that evokes feelings of nostalgia in the target consumers. The content of the marketing video will be about positive travel experiences enjoyed by traveling tourists in leisure destinations (Wang & Xia, 2021). One group shall be shown the video while the other group will not be shown a video. The online reviews shall be divided into two groups for a chosen destination; negative reviews and positive reviews. As a result, there shall be four experimental conditions that will result from the manipulation of the independent variables: (i) nostalgic marketing message and positive online reviews, (ii) no nostalgic video and negative online reviews, (iii) nostalgic marketing message and negative online review, and (iv) no-nostalgic marketing message and positive on...