This document outlines a marketing research implementation plan for Danyashea Digital Marketing to understand small business owners' responses to marketing strategy services. Key objectives include assessing perceptions, spending habits, and attitudes towards these services, and identifying necessary research methods for data collection. The resulting insights will inform strategic decisions regarding service offerings, branding, and marketing approaches.

1. DanyaShea Digital Marketing:
Market Research Implementation Plan

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Executive Summary
Key Findings
This Marketing Research Implementation Plan proposal is for DanyaShea Digital Marketing services in regards to the
following research problem: Understanding how small business owners respond to marketing strategy services.
There are four areas of intelligence we need to research and analyze in relation to our research problem.
Personal Intelligence Environmental Intelligence Consumer Intelligence Competitive Intelligence
Do they feel good What attitudes do they How is competition creating a
What are they spending on
using strategy display in buying sense of need for strategy
strategy services?
services? strategy services? services?

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Description of Problem
Key Questions
We have a management dilemma concerning how to present our strategy services to our target market. The felt need by
our target market is for measurable results in their digital marketing efforts. As digital marketing professionals we
understand that to accomplish this, the client must apply strategy to their individual marketing channel efforts. Therefore,
our research problem is: Understanding how small business owners respond to marketing strategy services.
The critical research questions are:
• Who is our target market?
• Where do prospective customers position our product in the market?
• What threats can we expect?
• What is the prevailing attitude towards strategy services in our target market?
• Should strategy services be renamed/rebranded to overcome market biases?
• Could offering free strategy services increase our unique value proposition and market share?
Research Objective
In order to know the answer to our research questions we will need to conduct both primary and secondary research.
From primary research findings, we can determine both qualitative and quantitative information. First, we can gain first-
hand accounts of attitudes our target market has towards strategy services and digital marketing services in general.
Second, we can evaluate their current spending, and future intentions regarding future spending on digital marketing
services.
From secondary research findings, we can determine both qualitative and quantitative information as well. First, we can
understand the perceptions of our competitors about providing strategy services to our target market by researching
what services they offer that attempt to help our target market get measurable results in their digital marketing efforts.
Second, we can collect actual figures representing our target market’s dollar expenditure on digital marketing services in
general, strategy services specifically and budget projections for the upcoming year.
Thus, our research objective is to understand how small business owners respond to marketing strategy services. We
anticipate some or all of the following to be confirmed:
• Small business owners vary widely in their perception of marketing strategy services, with similarities found among
employee size brackets (possibly 1-5 employees, 6-15 employees, 16-35 employees, and 50+ employees)
• Small business owners with less than 50 employees do not dedicate any portion of their marketing dollars to
marketing strategy services
• Small business owners with less than 50 employees do not understand the role of strategy services in getting
them measurable results from their individual digital marketing channel efforts
• If presented with the opportunity to use marketing strategy services, small business owners with less than 50
employees would not expect them to be affordable or within their reach
• Our competitors recognize the need small business owners with less than 50 employees have for marketing

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strategy services and are trying many diverse, creative and primarily educational tactics to help them understand
the value of marketing strategy services and convince them to invest in these services with our competitors
• Small business owners with less than 50 employees think they are already using marketing strategy services
inherently in their individual digital marketing channel efforts

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Research Design & Methodology
Assumptions
For this research plan, we made the following assumptions but included verification of them within our research objective.
• Small business owners are tracking their digital marketing expenses
• Small business owners want measurable results from their digital marketing
• Small business owners are dissatisfied with their current digital marketing results if they are not using marketing
strategy services
• Most small business owners are not using marketing strategy services in their digital marketing efforts
• Most small business owners do not perceive the value of marketing strategy services for gaining measurable
results from their digital marketing efforts
Information Sources
Our sources of primary and secondary research data will be as follows:
Primary
• A 10 question survey of 100 participants from our target market (Personal/Environmental/Consumer Intelligence)
• Internal records of our own digital marketing service sales (Environmental/Consumer Intelligence)
• Competition Monitoring Software (Competitive Intelligence)
Secondary
• SmallBusinessFacts.com (Environmental/Consumer Intelligence)
• Census Bureau (Environmental/Competitive Intelligence)
• MarketingProfs.com Reports (Consumer/Competitive Intelligence)
• Nielsen.com (Environmental/Consumer/Competitive Intelligence)
• SBA.gov (Personal/Consumer Intelligence)
Research Methodology
For both primary and secondary research processes we will utilize qualitative and quantitative methods. For our primary
research we will use surveys and competition monitoring software via Zoomerang’s online survey service. We will pay them
to survey their online access panel members that fit our target market description. For our secondary research we will use
free online resources, as well as make some strategic research report purchases through the verified and trusted sources
listed above.

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Research Study Results
Results
The results of this research study will be used to find the voice of the customer and give us greater understanding and
discovery into their attitudes and perceptions of the effectiveness of digital marketing with and/or without marketing
strategy services. We will use the results to make specific service offering decisions in our agency, including nomenclature
for the service, unique value proposition drafting, pricing and branding.

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Recommendations
Action Plan
1. Approve this Marketing Research Implementation Plan
2. Approve the research budget
3. Launch competition monitoring software
4. Deploy primary research survey via Zoomerang
5. Obtain free secondary research reports
6. Purchase secondary research reports
7. Aggregate and cross analyze primary and secondary research data
8. Determine answers from this data to our critical research questions listed above
9. Discuss how these answers impact our service offering and direction
10. Decide how to market and sell our marketing strategy services accordingly