CoursHeroTranscribedText: Business Research Project Part 1 Business Research Project Part 1 Tenaya Hearns, Arianne Russ, Lea Powell QNT/561 July 14, 2015 Eugene Hewett 1 Business Research Project Part 1 2 Business Research Project Part 1 Global Marketing is a field marketing firm specializing in placing people in stores to elevate sales for hundreds of household brands. Founded in 1987, Global Marketing is a premier sales and marketing company responsible for more than $65 billion in sales. They create brand value through face to face consumer interaction. With more than 40,000 employees nationwide and in Canada, Global Marketing puts their employees in stores to demonstrate their products. In addition to their field reps, Global Marketing also handles merchandising and assisted sales. Their latest business venture was acquiring a similar company that dominates the alcoholic beverage industry. As of March 2014, Global Marketing has had reps going into top alcohol retailers like BevMo, demonstrating cocktail recipes and hosting giveaways. Variables In marketing there are many independent and dependent variables that can be considered when developing a research question and hypothesis. The dependent variables we came up were as follows: sales revenue, sales growth, new-customer inquiries, same store repeat sales and average size of transactions. The independent variables we came up with were as follows: product, price, promotion and place. Research Question After reviewing the organization as well as the dependent and independent variable, Team F was able to determine that an increase in sales revenue is the driving factor behind the Business Research Project Part 1 3 research in this case. Secondary marketing research has already been performed which informs us that the four P's, Product, Price, Promotion, and Place, in this case, our independent variables, is an essential factor to help increase sales revenue for Global Marketing. Using this information, Team F was able to form a list of testable research questions. Is there a market for this brand of alcohol? What competitive price range will appeal to consumers? Will free samples and beverage history demonstration interest potential consumers? Will this adult beverage be more attractive in alcohol retail stores or large grocery stores? Hypothesis Furthermore, Team F was able to create a hypothesis based on the research questions. There is a market for the brand of alcohol, who will find the price appealing. Free samples and beverage demonstration will recruit new consumers