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Marketing research. This marketing report focuses on providing marketing advice to Blood Bank of Delmarva (BBD) based on a survey of 200 respondents

Extracts from this document...

Introduction

´╗┐Student Number ________________ Executive Summary This is a marketing report focuses on providing marketing advice to Blood Bank of Delmarva (BBD) based on a survey of 200 respondents. Before conducting statistical analysis of the survey data, this report firstly defines and identifies measurement scales being used for each questionnaire question. Based on understanding for different measurement scales, descriptive analysis is performed to summarize findings for demographics, blood donation, BBD membership and usage, attitudes towards blood donation, satisfaction with BBD, and performance of BBD. Based on the results of statistical analysis, it is recommended that BBD?s membership profile is consisted of mainly Caucasians with high income and education level. As long as BBD can improve its membership program to attract more members and enhance member satisfaction level, BBD has great potential to improve its performance. ________________ Table of Contents Executive Summary Introduction Determination of Variable Scales Definitions for Variable Scales Variable Scales for BBD Questionnaire Descriptive Analysis Demographic Profile Gender Age Race/ethnicity, Education Level, Household Income, Marital Status, Family size, and Length of Time Living in the Community Employment Status Blood Donation Blood Bank of Delmarva membership and usage Attitudes towards Blood Donation Satisfaction with Blood Bank Delmarva Performance of Blood Bank Delmarva Marketing Implication Conclusion References ________________ Introduction This report will study a survey of 200 respondents regarding their blood donation experience and associated BBD services. ...read more.

Middle

Mean 3.17 Median 1.00 Mode 1 Std. Deviation 3.316 Minimum 0 Maximum 12 Sum 633 1. The above two descriptive analysis have shown that a majority of the respondents in the survey have donated blood at least once in the past 2 years while over one third of the people donate blood more than once every year. The mean of 3 donations in the past 2 years shows that on average respondents will donate blood every 6-12 months. Therefore this sample is considered have a high proportion of frequent blood donors. Blood Bank of Delmarva membership and usage Have you donated blood at the Blood Bank of Delmarva? Are you a member of the Blood Bank of Delmarva? Mode 1 1 Sum 232 224 Over 80% of the respondents are members of BBD. And Over 80% of the members have donated blood at the BBD. This indicates that a majority of the BBD have used their BBD membership when they need to donate blood. Attitudes towards Blood Donation The data has below shown people?s attitudes towards blood donation. Descriptive data in the table has shown that besides the first question, most people have chosen 0 (disagree) when answering why they donate blood. Therefore, membership benefits, coverage for blood costs and community support are not the main reasons that contribute to blood donation and joining of BBD membership. ...read more.

Conclusion

Members should be provided with more benefits and privileges so they can feel that they belong to a special group and their contribution is appreciated by BBD and the community. If BBD can improve its member commitment, member referral and blood donation frequency can be increased to improve BBD?s performance. Besides providing more benefits to members, BBD can improve members? sense of belonging by creating more interaction and communication with its members. Internet forum and social media networks are digital tools that BBD can use to build a virtual community. As members feel more engaged and have a stronger sense of belonging, they are more likely to donate blood and refer their friends and families to donate blood. Conclusion In conclusion, the respondents of this survey are mostly satisfied with BBD?s services and consider BBD to have high performance in most aspects of blood donation services. Based on statistical study of this survey, it is shown that BBD can improve its marketing strategy by targeting a particular market segment ? long-term residents of the community, Caucasians with high education level and high household income, married with at least child. Besides focusing its marketing effort on this particular market segment, BBD should also improve its membership program to make its members more feeling more appreciated and committed to BBD?s good cause. BBD can also improve members? sense of belonging through creating a virtual community in which members can interact and communicate more frequently with BBD. ...read more.

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