Market Research
Market Research
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The marketing research process is a multistep approach that involves the systematic gathering of consumer information or data that will help an organization identify specific issues of concern to consumers. It includes the following steps:
Define the problem
Determine the research objectives
Develop the research design
Collect data
Analyze and evaluate the results
Below, you will find an exploration of these steps and their implications for the marketing plan.
When students are actively involved in these 4 key component of student engagement, they are more likely to stay committed to complete the program and reach their health and wellness goals.
Research Problems
Research Problems
Are students aware of health and wellness coaching services available to them? - If they are, are they actively utilizing these services?
If not, what are the reasons (lack of knowledge, accessibility issues, skepticism, or competing wellness options?
How do students perceive the value of health and wellness coaching?
How do these services postiviely impact their well-being, academic performance or overall health?
What is life like for students who do not utilize these coaching services?
What factors influence their willingness to use these services? (credibility, convenience, peer recommendation, pricing, past experiences?
Research Method: Secondary Data Collection & Analysis
Research Method: Secondary Data Collection & Analysis
This method involves analyzing existing research, such as journal articles, university reports, and health publications. It was most effective for the marketing research as it identified trends and student perceptions. Through this method, successful strategies were easily notable in the research.
Research Instrument: Published Articles and Databases
Research Instrument: Published Articles and Databases
Using credible and evidence based sources allowed for a better understanding of the topic. Both published articles and databases are known to provide insight to trends, behaviors and outcomes. For this marketing plan, they were specifically used to understand how health and wellness coaching impacts students' lives while identifying engagement strategies and analyzing wellness programs' effectiveness.
Research Results
Research Results
The research I conducted revealed that while health and wellness coaching offers strong benefits, such as improved stress management, mental health habits, and increased physical activity, many students still remain unaware of these services offered by their universities. Awareness and knowledge gaps were consistent across multiple studies which essentially highlighted a key barrier to student engagement.
These findings will directly influence my marketing plan by guiding me to prirotize awareness campaigns, particularly to first year students who are most at risk for
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