Marketing Research Implementation Plan II: Research ToolsThe Coach Company's continued development of new categories further establishes the signature style and The distinctive identity of the Coach brand. (coach.com, 2011). Therefore, Plan II of the marketing research plan will focus on the research tools that will be used. Team D will explore four different research tools. The research tools that will be covered are mail surveys, web/internet surveys, personal interviews and focus groups. The article will further compare and contrast the four research tools and analyze the applicability of the selected tools. The analysis will include the most and least applicable tools. The Four Research Tools Postal Surveys: Postal surveys are considered one of the most popular methods for conducting surveys. “Mail surveys are particularly useful because of their relatively low data collection costs and ease of administration.” (marketstreetresearch.com, 2004) Coach can use this research method quickly, easily and cost-effectively. Coach can use mail surveys to gauge customer satisfaction with the new product. Using mail surveys, respondents will complete a questionnaire and mail it back to the company. A follow-up communication method will be implemented, which may include sending a postcard, letter, or phoning respondents to remind them to complete and return the survey. Information will be collected and analyzed.Web/Internet Surveys: “Computers and interactive technology are revolutionizing the way surveys are conducted. » (Aaker, Kumar and Day, 2007). Web-based marketing research has an advantage over traditional market research methods in that it is high quality, fast and inexpensive....... middle of paper...... plan. Team D has conclusively determined that mail and Internet surveys are more applicable and valuable to the business. Despite the advantages of personal interviews and focus groups, they are ultimately more expensive and time-consuming. Coach values ​​his fundamentals and understands that you have to compete in a global environment for the long term; it will continue to use market research and is ready for its next phase of marketing.Works CitedAaker, DA, Kumar, V., Day, GS, (2007). Marketing Research (10th ed.), Information from Respondents: Survey Methods. John Wiley & SonsCoach Company Online. (2011). Retrieved from: http://coach.om/online/handbags/genWCM-10551-10051-en/Coach_US/CompanyInformation/InvestorRelations/IR_FinancialReportsMarket Street Research. (2004). Retrieved from: http://www.marketstreetresearch.com/capabilities/methodology-internet.htm