Research Process Paper

Research Process Paper

Learning Team A

Yvette Augustus

Simone Brown

Judi Crooks

Ayesha Johnson

RES/341

Sunny Ryerson

June, 6, 2010

What Demographic Should Whitner Autoplex Direct Their Advertising Campaign Toward?

Whitner Autoplex’s sales have been particularly slow this past year. Whitner has a very limited budget for advertising this year, so they feel that it is crucial to target the demographic most likely to account for the majority of money spent in the approaching year. The research data that has been collected includes such variables as: buyer’s age, amount of money spent by each age group, and type of car purchased; domestic or import.

Research Problem

Whitner’s Autoplex aspires to increase their sales in the upcoming year. The data and statistics that have been collected from previous customers will help determine the course of action that Whitner will take when planning their new advertising campaign. With Whitner’s limited advertising budget, the need to optimize the effects of their only marketing campaign is essential to securing profits for the forthcoming year. The research information will be comprised of many different variables collected from Whitner’s past year’s customers.

The quantifiable measures in this research are data collected from previous customers including: customer age demographic, the amount of money that a customer of each age demographic was willing to spend on a car, and the type of car; import or domestic, preferred by customer age. By researching this data, Whitner hopefully will be able to design an effective marketing campaign to successfully draw new customers to the autoplex within the age demographic that has been determined to be the target audience by the majority of money that had been spent by that group.

Problem Definition

The purpose of this research is to answer Whitner’s question about the age demographic of the target...