This is an outline of our research project for MARK311, our engaged learning course as Loyola University Chicago undergraduate students

Lunar, David

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Loyola eCommons

Research objectives1.To explore the benefits of increasing the CFMC'S presence on social media.2.To investigate a sustainable competitive advantage unique to the CFMC.3.To evaluate the behavioral/socio-cultural trends that are emergingthroughout Chicago.4.To understand the needs of CFMC's target audience.5.To determine both short and long-term goals for the branding strategy of theCFMC     The CFMC should be: "Local and accessible to all""Each market within the CFMC is working together to improve its collective quality.""Each market is different, it is important to have that diversity displayed in aconsistent message being shared throughout all markets." How might CFMC create a cohesive brand?#StargazingPorcupinesQualitativeQuantitativeStarting with client feedback: Quantitative research seeks togenerate numerical data thathelps identify distinct trends thatcan be applied to distinguishstatistics.  A Qualtrics survey was used to collectimmediate data and encompassedquestions that are user friendly anddirect. - Elizabeth (Back of the Yards, Chicago) Identifying the business issuesEmpathy Qualitative data seeks toinvestigate business issues byanalyzing unfocus groups, focusgroups, and client interviews inorder to better understand theneeds of the consumer. Multiple interviews with the client wereconducted in order to get a feel of the CFMC'sprimary business issue.Two seperate surveys wereimplemented for the purpose oftriangulation. By cross-referencing both quaL andquanT data, we hoped to minimizebias and promote empathy. GarryOur TeamFrancesBobby DavidMarynnThe objective of our team's research is to usedesign thinking to identify the client's targetmarket and branding struggles in order todeliver meaningful insight to boost theCFMC's business.

Stargazing Porcupines CFMC Research Symposium

https://ecommons.luc.edu/cgi/viewcontent.cgi?article=1512&amp;context=ures

Stargazing Porcupines CFMC Research Symposium

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