Persuasive+Letter+To+Luke+Smith+RE+Marketing+Study

The Daily Roll

Mr. Luke Smith President, The Daily Roll Subject: Research Study

November 7, 2013

Dear Luke,

I would like to recommend we conduct a study concerning the markets we should target. With effective market research, we can determine the need for our product's likelihood to sell, target-market demographics, and desirable store locations. There are numerous ways to uncover this information.

After doing some on-line research I have found a program which I think best fits our needs. U-Mass Dartmouth’s Center for Marketing Research (CMR) provides high quality, affordable marketing assistance utilizing Center staff, faculty, students, and expert practitioners. The Center offers focus groups, market analysis, customer satisfaction studies, feasibility studies, new product development, branding, promotion/packaging and customized projects and interdisciplinary studies. The Center also has state-of-the-art online survey capability. CMR is associated with and maintains a close relationship with the Chambers of Commerce and CEO's of local, regional and international businesses within southeastern Massachusetts. Their unique relationship provides the Center with an effective business networking capability, jobs, and scholarships for their students. They also have great reviews with local companies such as Metro South Chamber of Commerce, Spearin Protection, and YMCA South coast.

Their next semester runs January to May. Applications are typically reviewed up to 8 weeks prior to the beginning of the semester. Only 7-8 projects are accepted per semester. So we should start filing our application with in the next week or two. The cost will be around $5,000 for a typical study. These studies have an appraised market value of $15,000-$20,000! This includes a final report. Within the final report, you can find an executive summary, a statistically valid sample of our customers or target audience, full report on each survey question, and recommendations based on the data. We would also receive a CD ROM with the final report and survey data. Also we will be given invited to attend a special Client Reception (dinner) at the end of the semester.

I think we should consider using the CMR and its student knowledge to gain a better understanding of our customers need and wants.

Please let me know how you would like to proceed with this study. Sincerely, Michelle Mottram Marketing Manager, The Daily Roll