Secondary Research
You are being hired by Target to help them understand how they can maximize efficiency at checkout (marketing-speak for smallest workforce they can possibly get away with) at the busiest times without frustrating, angering or losing their customers waiting on the checkout lines. Even if primary research may be required, the first place to start is with secondary research to understand what other relevant research or studies that could provide insight into the client’s request and help to identify where to focus primary research or to determine if primary research is even necessary.
Assignment Instructions:
Your assignment is to identify secondary sources of information around retail experience in Target or similar chain stores which are referred to as big box stores. Before you set out to do your research think about the kinds of questions that you might need to ask or key search terms to help focus and guide your search. You will need to find at least three external sources and prepare a word document that synthesizes the information you uncover and helps the client understand the risks and benefits of cutting staff at high traffic times and/or alternate solutions to creating efficiencies without compromising customer perception of the store. Use APA format for citations.
Grading rubric:
Understanding of marketing concepts 10 pts
Quality of research and information provided 20 pts
Demonstration of strategic thinking 20 pts
Use of sourced materials 10 pts