MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS 1
BUSI 520: Strategic Marketing Management MMIP: USE INFORMATION
TO DRIVE MARKETING DECISIONS 2025 complete Liberty University
Marketing Management Individual Project (MMIP): H.E.B.
Eric Castro
School of Behavioral Sciences, Liberty University
BUSI 520: Strategic Marketing Management
Author Note
Eric Castro
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Eric Castro.
Email:
, MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS 2
Marketing Management Individual Project (MMIP): H.E.B.
Q1. Discuss the use of marketing research to be used to gather information on present or
potential customers. Which forms of marketing research would be best for gathering
consumer information relating to the product/service? Outline a marketing research
process, including data-gathering techniques (survey, observation, etc.) (Ch.4)
Marketing research is critical to H.E.B.'s strategic decision-making processes, allowing
the supermarket retailer to obtain important insights into existing and new consumers
(Crunchbase, 2023). H.E.B. may use a variety of data-gathering approaches to gain a thorough
understanding of consumer preferences, habits, and purchasing patterns, supporting marketing
initiatives aimed at increasing customer happiness, boosting sales, and enhancing the overall
shopping experience.
Surveys are a useful tool in H.E.B.'s marketing research armory since they allow the store
to acquire quantifiable data on consumer satisfaction, product preferences, and purchasing
patterns. Whether performed online or in-store, surveys allow H.E.B. to monitor customer
opinion, identify areas for improvement, and evaluate the efficacy of marketing campaigns. For
example, H.E.B. may conduct online surveys to get input on specific product assortments or to
assess consumer satisfaction with existing services, offering important insights into areas of
strength and potential for improvement.
Beyond surveys, focus groups and observational studies provide more qualitative and
behavioral insights. Focus groups allow H.E.B. to explore complex issues such as product
preferences and emerging trends through detailed customer feedback (Rodgers, 2023).
Observational research, utilizing technologies like heat mapping and video surveillance, helps
H.E.B. analyze in-store behaviors and optimize store layouts for better shopper engagement
BUSI 520: Strategic Marketing Management MMIP: USE INFORMATION
TO DRIVE MARKETING DECISIONS 2025 complete Liberty University
Marketing Management Individual Project (MMIP): H.E.B.
Eric Castro
School of Behavioral Sciences, Liberty University
BUSI 520: Strategic Marketing Management
Author Note
Eric Castro
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Eric Castro.
Email:
, MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS 2
Marketing Management Individual Project (MMIP): H.E.B.
Q1. Discuss the use of marketing research to be used to gather information on present or
potential customers. Which forms of marketing research would be best for gathering
consumer information relating to the product/service? Outline a marketing research
process, including data-gathering techniques (survey, observation, etc.) (Ch.4)
Marketing research is critical to H.E.B.'s strategic decision-making processes, allowing
the supermarket retailer to obtain important insights into existing and new consumers
(Crunchbase, 2023). H.E.B. may use a variety of data-gathering approaches to gain a thorough
understanding of consumer preferences, habits, and purchasing patterns, supporting marketing
initiatives aimed at increasing customer happiness, boosting sales, and enhancing the overall
shopping experience.
Surveys are a useful tool in H.E.B.'s marketing research armory since they allow the store
to acquire quantifiable data on consumer satisfaction, product preferences, and purchasing
patterns. Whether performed online or in-store, surveys allow H.E.B. to monitor customer
opinion, identify areas for improvement, and evaluate the efficacy of marketing campaigns. For
example, H.E.B. may conduct online surveys to get input on specific product assortments or to
assess consumer satisfaction with existing services, offering important insights into areas of
strength and potential for improvement.
Beyond surveys, focus groups and observational studies provide more qualitative and
behavioral insights. Focus groups allow H.E.B. to explore complex issues such as product
preferences and emerging trends through detailed customer feedback (Rodgers, 2023).
Observational research, utilizing technologies like heat mapping and video surveillance, helps
H.E.B. analyze in-store behaviors and optimize store layouts for better shopper engagement
