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Marketing Research

Company: Chicago Chamber of Commerce

Tools: SPSS, Qualtrics, Excel

Research Purpose

Technological Education

  • Technology education identified as an area of need for CCC’s membership

  • Lack of technological expertise inhibits individual  and organizational success

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Prioritization of Focus and Resources

  • Technology is a broad and continuously expanding component of business

  • Difficult to know where to begin to address educational and resource needs

Research Objectives

  • Identify the technological resources considered to be most essential to the success of the Chamber’s members

  • Determine the trending need of technological resources

  • Determine whether technological needs vary based on the size of businesses

Research Design

  1. Filtered results of the larger CCC survey to cultivate most relevant data

  2. Utilize descriptive statistics to identify current essential technology resources

  3. Hypotheses testing comparing proportions of responses according to:

  • Year the surveys were executed

  • Size of the respondent’s employer

Conclusion & Recommendation

  • Small business & Big companies:

               Email and website            Essential tools

  • CRM software            Trend

  • Provide support and service for email and website technology

  • Provide training and resources for CRM software

Designed and Coded by Ruoxi Wang. © 2019 All Right Reserved.

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