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Market Research

Research Problem(s) Studied

The CAPS program at IU Indianapolis is a great resource that no one knows about. I want to learn why this resource isn't utilized more. Is it a marketing issue, location issue, etc. 

The Research option I chose is a survey that will have 4-6 potential customers. 

Research Instrument


PDF File of the market research survey:

Link to the market research survey:
https://forms.gle/9fVtfmUuVwr2WJG56 
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Part Two

The data collection method I chose was a survey. I got feedback from five individuals. They are all students at IU Indianapolis between the ages of 20-23. Out of the five responses, two of the individuals were male and three were female. Their responses were split. Two of the five did know about the CAPS program while the other three did not. The two people that did know of the program found out about it from a professor talking about it in one of their classes. The most suggested recommendation to help market CAPS was to have professors include information about it on syllabus day (the first day of the semester). Another recommendation was to hold an event similar to the career fair either in the campus center or somewhere on campus. Of all 5 responses, they all said they would seek out the CAPS program because of its affordability. 

From conducting this research, I learned that many students gain knowledge of things from their classes or on campus events. Since college students spend so much of their time in class and on campus, it would make sense that it would be their primary source of information. The affordability of the CAPS program made it seem more appealing to the respondents, which I did hope for because that is a big part of my marketing strategy.

This research will influence how I market the CAPS program. Holding an informational event on campus would be achievable. Along with that, we could make a request that along with the school policies that are required to be on all syllabuses, information about the CAPS program could be included as well.

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