Case Study of the Week: Methods to Collect Customer Data

Apr 1, 2024

Retail Merchandising

You are to assume the role of the marketing research specialist for Mark-it, a big box retail chain. The director of merchandising wants you to create a survey to collect merchandising data from customers.

Mark-it sells a wide variety of merchandise in stores, on the Mark-it website and on the mobile app. The merchandise in each department varies from top-of-the-line name brands to private label brands. Mark-it stands by all its merchandise but has great pride in the Mark-it private label brand.

In sales analysis, the Mark-it private label brand outsells name brands in over 50% of sales overall, however, the two departments that demonstrate low private label sales are the pet department and the baby department. Both the pet department and the baby department sell appropriate foods, treats, clothing, toys and supplies. Mark-it private label product sales barely represent 20% of total sales in these two departments.

The director of merchandising wants to better understand why Mark-it customers do not favor private label merchandise in the pet department or the baby department. The director of merchandising has asked you to create a survey that will help determine the reasons. You will present to the director of merchandising:

  • Sampling plan (who to survey, how many to survey, how chosen)
  • Specific questions
  • Data-collections methods
  • Ways to encourage feedback


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

  • 1
  • 2
  • 3
  • 4

Classroom Connection

Career CLuster:


Instructional Area(s):

Marketing-Information Management

Performance Indicators:

Explain the importance of merchandising to retailers
Identify data monitored for marketing decision making
Discuss the nature of sampling plans
Describe data-collection methods