UNIVERSIDAD DE EL SALVADOR

ECONOMIC SCIENCES FACULTY

INTERNATIONAL MARKETING SCHOOL




FIST RESEARCH PAPER: CHOCO-RISAS (COOKIES)


ENGLISH V



March 27th 2014.

ii



INDEX


Introduction. -.-
Content... iii
Stage 1: Define the problem and state objectives 1
Stage 2:Desing research and select information source 2-7
Stage3: Collect the Data 8
Stage 4: Analyze the Data 9-19
Stage 5: Write research report and make recommendations 20-21
Bibliography. 22
Annex 23




iii



Introduction

The present investigations work contained the different stage of marketing research for a specific product which was Choco Risass Cookies; the
report contains all the activities that are included in the development of the research. In the first stage, the group defined the problem and established
the objectives, here, in this part, we discuss over the topical of investigation and was established the principal factors that produce negatives effect to the
product that is why we believe that the product needed a deep investigation.
The topic of marketing research is so complete, after of define the problem and state objective, our group make the followi ng stage, design research
and select information sources ,we showed secondary data and used the observational and experimental method that are included in the focus group
cause for this occasion was a kind of experiment in our investigation. During this stage we obtained complex data, that we show in the present
investigations work, also we used the mail survey, we obtain a sample of 100 people but thank of that, the research show us objective information, its
important to say that before of this survey and stage we made a questionnaire, using the three types of question and developed much more elements of a
marketing research.
To finished, we present the recommendation, which were looking in the different stages of marketing research. The recommendations and conclusions
that are given to the product are based on the collected information .We hope that our marketing research will be a great Project for you.



1



STAGE 1 DEFINE THE PROBLEM AND STATE OBJECTIVES

a. Define the problem

Which are the main factors that have influenced in the volume changes in chocorisass sales during the year 2013?

b. Justify

Actually, choco-risass cookies are famous cookies in El Salvador and Molsa produces them, but their sales revenues are not so high like other competitors
companies. Their sales have slowly declined, possible as a result of a poor quality and image that consumers perceive. The products characteristic is
something fundamental to attract consumer and stay ahead of competitor, and we can say that choco-risas doesnt offered all the varieties and flavors and
in addition has not properly defined a target market. By the other hand that declined could be a consequence of the poor advertisement and marketing
promotion that the enterprise has development for many times. Those are part of the reasons why is important study all the aspect relevant of chocorisas
and how the company can improve some aspect of the product.

c. Objectives.

Qualitative Objectives:
-To Stay ahead of competitor
-To improve the quality and image of the product
-To offer a better product

Quantitative Objectives:
-To maintain demand of customer by 15%
-To increase consumers consumption by 5%



2




STAGE 2: DESIGN RESEARCH AND SELECT INFORMATION SOURCES.
After the definition of the problem that was selected in the research, is important choose what kind of data will be used for the research. In every kind of
research is very important collected primary and secondary data, and during this research we collected information using primary data and through the
use of information that has already been collected.

Primary Data.
The primary data are facts collected from original research design to address the problem that was selected in the research. The methods that were using
for collecting primary data were the observational method and survey.

Using the observational method we collected the data relies watching peoples behavior in a supermarket and also watching peoples conduct during the
time that they looking for cookies in a store. We view how the consumer buys their cookies.
Using the survey method, we gather our data from a limited number group of people who buy cookies, who represent a large group of people that could
represent the national opinion and attitudes about cookies. To collect the information we took a sample of 100 people, in this way, we used some types of
surveys which are used to collect primary data: personal interview, mail survey. In addition was development a focus group to complement the research.
Each method will be explained here:
Personal Interview.
Is a Market research technique for gathering information through face-to-face contact with individuals. Personal interviews take place in a variety of
settings-in homes, at shopping malls, in a business office. This type of research is relatively costly, because it requires a staff of interviewers, but it
provides the best opportunity to obtain information through probing for clearer explanations.

This types of survey was elected to collect the information and individual respondent are stopped in a specific store in a face-to- face situation and was
prepared a questionnaire with 20 structured questions which allow take the information from the consumers. We used a personal interview having in our
mind where the better place to do it, in this way was, we will visit a supermarket. In this place, we obtain information in an easy way because many people
buy their products at the supermarket.

Here is the questionnaire that will be use to collect the primary data which helps to achieve the objectives of the research. This instrument present 20
structured questions link with the product:
QUESTIONNAIRE
N
o
__

3



UNIVERSIDAD DE EL SALVADOR
ECONOMICS FACULTY
INTERNATIONAL MARKETING SCHOOL.
ENGLIS V

Questionnaire to study the main factors that have influenced in the volume changes in chocorisass sales during the year 2013
Objective: Collect information about the factors that influenced in the volume changes in chocorisass cookies at Economy Faculty.
Addressed to: Student from the Economy Faculty - UES
Indications: Enter the literal that suits you.
1. Do you know choco-risa cookies? Yes___ No___

2. Have you ever eaten the choco- risass cookies? Yes___ No___

3. How do you like the taste and texture of choco- risas cookies?
Very good__ Good__ Fair___ Poor __

4. How do you think that Choco risas cookies quality is?
Fair __ Low ___ Excellent ___

5. Which of the three varieties of cookies do you prefer?
Chocolate / Chocolate ____ Chocolate / Vanilla ____ Vanilla / Chocolate ____ None___
6. Who is in charge of buying cookies at home?
Mother___ Father____ Brothers__ Grandmother__ Other__

7. How often do you acquire these cookies?
Once a week_____ Three times a week ___ Other. What? ___

8. Which factors do you prefer to buy yours cookies?
Its packaging ___ the quality ___ The amount ___ The price ___
9. Where do you usually go to buy your cookies?
Store ___ Supermarket ___ Other ___

10. Do you agree with the price of Choco risas cookie? Yes ______ No_____

4



11. Assuming that the price of choco- risas will seem acceptable ... How likely is it to buy it?
I would buy as the market was in ___
Buy it at a time __
Maybe to buy it at a time __
I do not think to buy it __
Do not buy __

12. Do you consider attractiveness the packing of the choco-risas cookies? Yes___ No___ I never seen___

13. In which of the different media player did you see advertising?
Newspaper ______ Television ______ Radio ______ Other ______ Never.

14. Did you observe often advertising of these cookies in the different media player?
Barely______ Much______ Never_____

15. Does it affect your decision to purchase advertising presented?
High___ Low___ None __

16. Do you think that has diminished the quality choco risass cookies? Yes__ No___

17. What do you think should change choco risas s cookies?
Presentation__ Price___ Advertising___ Quality__ Other___ Nothing __

18. Compared to other alternatives cookies that are on the market, choco-risas s cookies is ...
Much better __
Something Better
About the same __
Worse __
Much worse __
Do not Know___

19. Will you Recommend a friend to buy chocorisas s cookies ...
Would definitely recommend
Would recommend with reservations
Would not recommend
Other (please specify

20. Please indicate your overall satisfaction regarding laughter chocolate cookie on a scale of 1-10, with 10 being completely satisfied and 1 is
completely dissatisfied.
1__ 2__ 3___ 4___ 5___ 6__ 7__ 8__ 9__ 10__

Thanks you!!!!
5



Mail Survey
Mail surveys are a quantitative marketing research data that is collection method in which respondents complete questionnaires and return them via the
mail. The mail survey is a data collection process for researches. Research practitioners should recognize that this a viable means of collecting specific
market data.
Mail surveys are sent to a preselected sample of people, with instructions on how to fill out the survey and return it enclosed. It has historically been one
of the cheapest and most efficient methods of survey distribution. Because a researcher does not administer the survey, there is no problem of interviewer
bias, and because the survey is taken in private with the assurance of anonymity, there is likely to be less social desirabil ity bias and discomfort talking
about private subjects. However, it is not without drawbacks: because the survey is self-administered, participants cannot ask for clarification, and there
is no way to definitely control the order the questions are answered.
To develop our research, we will also use the method of data collection for mail survey, where we have previously designed a questionnaire consisting of
twenty closed questions that respondents must choose one of the options in this tool for market research and will be sent through the Internet to a
specific segment of people to study and know their expectations in Choco risas cookies.
This is one of the easiest ways of data collection because these surveys in the mail automatically collect answers from each of the respondents, so it is
easier tabulation of the data, and the analysis of information obtained.
Through the realization of this method we can optimize the time spent on research, also we can save other materials that are used in other types of data
collection, which is why we can say it is one of the easiest and cheapest methods that we can perform.






Focus Group.
The Focus Group as a technique will be used to help us understand and study the opinions and attitudes of an audience.
This method involves the meeting of a group of 10 people plus a moderator who will be responsible for asking questions and di recting the meeting. For the
work of the Focus Group, effective moderator should never allow the group to move away from the
subject of study.
6



In group interaction, questions are answered and others emerge, while the status of freedom of opinion appears to be essential for everyone to feel
comfortable and free to express what they think.
At the urging of marketing, the focus group is a very widely used technique because it allows you to find trips and unmet needs with respect to products,
for example, issues related to packaging, the flavors offered, the quality of the product, for any food product. The information obtained from this will be
fundamental in the success or failure of a brand or product.
In this research, the focus group will serve to know the ideas and opinions of consumers about choco-risas cookies to identify the reason why product sales
have declined, and hence correct the aspects in which this failing to meet the different requirements demanded by consumers when purchasing this
product
Question for the focus group:
1. Can you tell me which brand of cookies (sweet) stuffed consumed? What is your favorite?
Degustation is given.
2. Do you like the product?
3. Do you like the taste?
4. What do you think about the texture?
5. What other flavor you wish it had?
6. In general what can you tell whether the cookie compared the cookies are consumed?
7. What do you think when they tell you "choco risas"?
8. Would you exchange the cookies name? What name do you think would be ideal for cookies?
9. What do you think about the packaging? Would you like something different?
10. What advertising remember seeing the choco risas cookies? Do you consider important to have this type of product advertising? Why?
Secondary Data.
The term "secondary data" refers to data that were collected for other studies. The list of secondary data that was selected for monitoring the
environment and also development the research project were data that comes from the company and other source and web sites in the internet. The
secondary data is useful to develop the investigation.


7







8



STAGE 3: COLLECT THE DATA.
At the beginning, we chose three methods of data collection: focus groups, personal interviews and mail survey.

The survey was created by a website: e-survey, from Tuesday 18 started sending
surveys through email, in fact public facebook, and each group member in turn
sent surveys acquaintances and friends. For Thursday March 20th, we had
approximately 48 completed surveys, and Friday March 21, the sample of 100
surveys was achieved.

For this reason, it was not necessary to use the personal interview.

The focus group was scheduled will begin at 12:20 pm on March 21, but actually start at 12:45 pm due to problems at the time to find people who were
willing to cooperate, giving his opinion about the product study cookies "choco risas." Indeed eleven people (students of our faculty) who were in the
classroom 4 D, were involved in the focus group, tasted like and their perceptions about the cookie that seemed about: quality, presentation advertising.
In addition, recommendations made to improve the product.



9



STAGE 4 . ANALYZE THE DATA.
In this stage are present the tabulation of data for each question with charts and an analyzed of the data that was collected during the research. Also
contains the analyzed of the focus group
Tabulatation of data for each question.
Question 1. Do you know choco-risa cookies?

Analyze.
The choco risass cookies are part of the product line that the company Molsa sold in the domestic market. The cookie is characterized for be a famous and
recognized cookie in the El Salvador In sampling performed 97% affirm that knows this cookie, while only 3% of the total population had no prior
knowledge of the chocorisass cookie. For every company that sells products, is important that the consumer knows the product that the companies sell in
the market, but is necessary that is recognition become reflected in the purchase or consumption of the product.
Question 2. Have you ever consume the choco risas s cookies?

Analyze.

The Knowledge about the cookie is reflected in that people have consumed sometimes or in any moment the cookie (chorisas); A 96% of the total said that
they have ever used this cookie, it is important that the company perform a managing relationships with customers, especially with the people who have
eaten the cookie and that they become a satisfied and profitable customers for the manufacturing company of the chocorisass cookie. It is also important
that the people who have never eaten the product, which represent a 4% of the sample , become part of the future costumers of the company and that they
come part of the loyal customers of chocorisas's cookie.
Question 3. How do you think that Choco risas cookies quality is?
97%
3%
Yes
No
96%
4%
Yes
No
Answers Frequency Percentage
Yes 97 97.0%
No 3 3.0%
Total 100 100.0%
Answer Frequency Percentage
Yes 96 96.0%
No 4 4.0%
Total 100 100%
Answers Frequency Percentage
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Analyze.

The Product quality is considered for many consumers like the main factor that influences in their decision when they are purchasing a specific product. If
the product is better, the customer will be more satisfied and be more loyal with the brand. For most of the target population of the research about
chocorisas cookie , the cookie has a good quality, being 69% but other part said which represent a 22% ,believe that the quality is low, so the company
should analyze the quality of the product that they are offering to the consumer. The percentage of people who think that the cookie has a low quality
could harm the image of the company, and a dissatisfied consumer, could spread their ideas about the product to an other prospective consumers.

Question 4. How do you like the taste and texture of choco risas s cookies

Analyze.
The flavor and texture that the product present is linked with the satisfaction and customer value, 49% of the sample believes that the taste and texture
of these cookies are Good, likewise 31% say that the texture and flavor of product is regular, these values show that people who eat this cookie do not
consider cookies as a high quality product in the domestic market. Therefore, Molsa should improve the level of product quality and identify whether it is
necessary to modify some aspect related to the flavor and texture of cookie manufactured by the company.
Question 5. Which of the three varieties of cookies do you prefer?
69%
22%
9%
Fair
Low
Excellent
14%
49%
31%
6%
Very Good
Good
Fair
Poor
Fair 69 69%
Low 22 22%
Excellent 9 9%
Total 100 100%
Answers Frequency Percentage
Very Good 14 14%
Good 49 49%
Fair 31 31%
Poor 6 5%
Total 100 100%
Answers Frequency Percentage
11




Analyze.
The taste that consumers have about a product is a factor that companies should consider when they are offering or selling a product in the market. When
we referring to the variety of flavors of cookies chocorisas, there are 3 different varieties, but among them, the favorite of the population is the chocolate
/ vanilla as the preferred 38%, then 29% is the Chocolate / chocolate. Therefore, the company should focus on improving the quality of these two varieties
of cookies.


Question 6. Who is in charge of buying cookies at home?

Analyze.
Knowing who is the person in charge of buying the cookies inside a home is very important when we are developing a marketing strategy for a product
factor. Therefore, the company that manufactures chocorisass cookies should focus primarily on mothers, as 64% say that they are in charge of buying
cookies at home. Besides, it is necessary to focus on the factors that influence their purchasing decision and the opinion they have about the product and in
this way develop product improvements.

Question 7. How often do you acquire these cookies?
Chocolate /
Chocolate
Chocolate /
Vainilla
Vainilla /
Chocolate
None
64%
14%
4%
1%
17%
Mother
Father
Brother
Grandmother
Other
Chocolate / Chocolate 29 29%
Chocolate / Vainilla 38 38%
Vainilla / Chocolate 25 25%
None 8 8%
Total 100 100.00%
Answers Frequency Percentage
Mother 64 64%
Father 14 14%
Brother 4 4%
Grandmother 1 1%
Other 17 17%
Total 100 100%
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Analyze.
The frequency of purchase of a product is a factor that is important to study because through this a company can study the present and future demand for
a product. A 50% of respondents confirmed that once a week they buy cookies, showing that cookies are a frequently purchased product. It is necessary to
focus on the segment of consumers who purchase often with cookies and establish a connection with them to acquire the chocorisas cookies. On the other
hand, there is a 33% of the population who do not buy cookies, so is need to determine their pattern purchase.

Question 8. Which factors do you prefer to buy yours cookies?

Analyze.
Of the total respondents by email survey, most of them with fifty-seven percent said they prefer Choco risas cookies because the price compared to other
cookies in the market is relatively low, the twenty-five percent buy them because prefer quality, and fifteen percent of its quantity, only three percent of
the people find attractive it packaging and that's what leads them to acquire it in a establishment.
Question 9. Where do you usually go to buy your cookies?
50%
13%
0%
4%
33%
Once a week
Two times a
week
Three times a
week
More than
three
Never
3%
25%
15%
57%
Its packaging
The quality
The amount
the price
Answers Frequency Percentage
Once a week 50 50%
Two times a week 13 13%
Three times a week 0 0%
More than three 4 4%
Never 33 33%
Total 100 100%
Answer Percentage
Its packaging 3 3%
The quality 25 25%
The amount 15 15%
The price 57 57%
Total 100 100%
Answer Percentage
13



30%
30%
25%
12%
3% I would buy as
the market was
in
Buy it at a time
Maybe to buy
it at a time



Analyze.
We can conclude that people who have been interviewed, usually done buying theses cookies in a supermarket, forty-nine of them answered that it does
here, forty-two percent of them buy them in a store and only nine percent buy their cookies at any retail establishment.

Question 10. Do you agree with the price of Choco risas cookies?


Analyze.
The survey results show that most people seem to agree with the price set for Choco risas cookies, eighty-seven percent of them answered 'yes' to this
question, however thirteen percent answered 'no', as they feel that the quality is low and the price should be lower.
Question 11. Assuming that the price of choco risas will seem acceptable ... How likely is
it to buy it?
42%
49%
9%
Store
Supermarket
Other
87%
13%
Yes
No
Store 42 42%
Supermarket 49 49%
Other 9 9%
Total 100 100%
Answer Percentage
Yes 87 87%
No 13 13%
Total 100 100%
Answer Percentage
14









Analyze. Assuming that the price of this cookie it seems acceptable to consumers,
thirty percent of the respondents would buy them as were in the market, like the other thirty percent said they would buy it in a while, maybe they would
buy in time, was the response of twenty-five percent of them, those who believe they added the would buy twelve percent and those are definitely not buy
it a total of three percent.


Question 12. Do you consider attractiveness the packing of the choco-risas cookies?


Analyze.
In this question, for most respondents the packing of Choco risas cookies should
change, make modifications and should be something more innovative, in that sixty percent of them replied that the packaging does not look attractive to
them, but for the other forty percent, the packaging should be left as is and that if they find attractive.

Question 13. In which of the different media player did you see advertising?
40%
60%
Yes
No
I would buy as the market was in 30 30%
Buy it at a time 30 30%
Maybe to buy it at a time 25 25%
I do not think to buy it 12 12%
Do not buy 3 3%
Total 100 100%
Answer Percentage
Yes 40 40%
No 60 60%
Total 100 100%
Answer Percentage
Newspaper 8 8%
15




Analyze.
Eight percent said that it has seen commercial advertising cookies in the newspaper, twenty-four percent have seen them on television, nine percent said
having seen by other media, and fifty-nine percent never has seen any such announcement, which leads us to conclude that the company Molsa should
improve their marketing plans and advertising of this product to increase sales.


Question 14, Did you observe often advertising of these cookies in the different media player?


Analyze.
By asking consumers how often seen ads for this product in the media, the forty-six percent of them answered that they barely have seen, zero percent
answered that they saw a lot, and fifty-six percent said they have never seen, it worried so much because if this company exhibited more this product,
buyers would have more knowledge of this biscuit and would perform more purchases of Chocorisas cookies.

Question 15. Does it affect your decision to purchase advertising presented?
8%
24%
9%
59%
Newspaper
TV
Other
Never
46%
54%
Barely
Never
TV 24 24%
Other 9 9%
Never 59 59%
Total 100 100%
Answer Percentage
Barely 46 46%
Much 0 0%
Never 54 54%
Total 100 100%
Responses Total Percent
16





Analyze: Most people think that advertising is not what impels to buy cookies, but rather other factors such as product quality, only 25.5% said that
advertising was important when taking a decision of purchase.

Question16. Do you think that has diminished the quality of Choco risas Cookies?

Analyze
The 74% of respondents believes that the quality of chocorisas cookies l diminished and hence that makes them prefer to use other brands and only 26%
said that product quality has not diminished that stays equal.



13%
18%
19%
50%
Much
Little
None
Total
37%
13%
50%
Yes
No
Total
Much 25 25.5%
Little 36 36.7%
None 37 37.8%
Total 98 100%
Responses Total Percent
Yes 68 73.9%
No 24 26.1%
Total 92 100%
Responses Total Percent
17



6%
21%
45%
16%
8%
4% Much Better
Something
Better
More or less
equal
worse
Question 17. What do you believe that should of changing the Choco risas
cookies?

Analyze.
The 29% of people do not agree with the presentation of the cookie and think they should improve, 27% insist that what we should improve the quality of
Choco risas cookies and 23% told us that advertising must be improved. Presentation quality and advertising are the factors to improve.


Question 18. Compared to other alternatives cookies that are on the market, Choco risas cookies is







Analyze.
The 45% of people said the cookie it seemed more or less equal to other brands and the other 21% said seemed to them better compared to other cookies,
only 6% believe that chocorisas cookies are much better than other cookies and 16% believes that they Choco risas cookies are worse than other cookies.
29%
15%
23%
27%
3%
3%
Presentation
Price
Advertisement
Quality
Other
None
Presentation 29 29%
Price 15 15%
Advertisement 23 23%
Quality 27 27%
Other 3 3.0%
None 3 3.0%
Total 100
Responses Total Percent
Much Better 6 6%
Something Better 21 21%
More or less equal 45 45%
worse 16 16%
Much worse 8 8%
I do not know 4 4%
Total 100 100%
18



15%
49%
36%
Definitely
would
recommend
I would
recommend
with
reservations
2%
4%
5%
7%
9%
11%
13%
15%
16%
18%
1
2
3
4
5
6
7
8
9
10
Question 19. Recommend a friend to buy chocorisas cookies?







Analyze.
The 49% of people said they would recommend the cookie but with reserve and 15% said they would definitely recommend it to their friends and 36% said
that they would not recommend to friends

Question 20. Please indicate your overall satisfaction regarding choco-risas cookie on a scale of 1-10, with 10 being completely satisfied and 1 is
completely dissatisfied. "
Total Responses Percent







Analyze.
The 18% of people 10 to give their satisfaction by eating Choco risas cookies and gives a 16% satisfaction 9 only 27% giving it a rating down 5 to your
satisfaction by eating Choco risas cookie.
Responses Total Percent
Definitely would recommend 15 15.1%
I would recommend with reservations 48 48.5%
I would not recommend 36 36.4%
Total 99
Responses Total Percent
1 3 3%
2 2 2%
3 3 3%
4 11 11%
5 14 14%
6 19 19.20%
7 19 19.20%
8 21 21.2%
9 5 5%
10 2 2%
Total 99
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Report development of focus group.
The objective of this focus group dedicated to cookies "choco risas" is the views, ideas and perceptions of people who consume it.
1. Can you tell me which brand of cookies (sweet) stuffed consumed? What is your favorite?
Oreo, chiky, cremas, choco risas.
Degustation is given.
2. Do you like the product? Most people responded that they like the product.
3. Do you like the taste? Some people say it should improve.
4. What do you think about the texture? Seemed to them porous texture.
5. What other flavor you wish it had?
6. In general what can you tell whether the cookie compared the cookies are consumed? The comparison was made based on the Oreo cookie expressing
the least cloying, was choco risas and it was better that Oreo.
7. What do you think when they tell you "choco risas"? Cookies, fun and chocolate
8. Would you exchange the cookies name? What name do you think would be ideal for cookies?
Vanilla cookie will change the name because it seems strange to say "choco risas" on cookie flavor is different. Name according to flavor.
9. What do you think about the packaging? Would you like something different? As perceived by the participants the packaging is simple, you would more
vibrant colors (orange).
10. What advertising remember seeing the choco risas cookies? Do you consider important to have this type of product advertising? Why? Most do not
recalled seeing advertising this product but if they consider very important advertising, as thus are made known products to potential customer.
In conclusion Cookies have many weaknesses, which are not attractive to consumers, such as the lack of publicity (does not exist), medium quality,
packaging is not flashy, and lack in variety of flavors, as only has vanilla and chocolate. According to the students here are some factors that may
influence consumption choco risas cookies.

20



STAGE 5 WRITE RESEARCH REPORT AND MAKE RECOMMENDATIONS
CONCLUSION.
In the marketing research the accuracy of survey depend of the responsibility, the ethical and the bias free of the researcher, we could see in the
present investigations work, that the marketing research is a commitment how marketers, researchers and in this occasion how group to
analyzing and interpreting data with the purpose of get a good result in a organization.

The marketing research is the result of want to show the really, a really that can be fine or bad if the researching is so complex and objective the
result for the firm will be a great treatment to fight the threats and weakness, in this way the researcher contribute to solve the problem that
probability is being the principal reason for the bad revenues, and lowest sales.
A survey is very important for marketing research but this depend of the place in where has been created it says we ought to choose factors that
give a real information and in some place this is not possible, cause the people dont have the enough resources to give us the necessary information
is for this that we have to analyze the environment.

The survey is too complex but its not a reason to choose the information that only give result for our purpose, we have to make a investigation in a
bias free way and use all freedom in the marketing research bit need respect the data collection.

There are many factors that influence in the sales of a product, in the chocorisass cookie there is not an exception. This product was cataloged for
the respondents during the research as a product with a regular quality, flavor and taste. They consider that the product has a fair and low quality,
for many consumers the quality is the principal factor that influence in their consumptions decision so we can consider that this factor produces a
low in the sales of the product.

Choco risas is a popular cookie in our country, but during the research, we discover that the product presents low sales in the national market; this
is the result of the bad image that the consumer has about the cookie, either for the quality, price, and presentation o even the null publicity of the
product. In Addition, during the focus group , we noticed that the consumers had eaten this cookie before but they really don't like it. So, the
principal factor that have influenced in the in the volume changes in chocorisass sales are: First the quality, the presentation of the product and
the development of the advertising.

For the end we can say that the marketing research is an survey to determinate the possible threats that have a firm and that we can help to solve,
these problems sometimes are a result of a bad organization, or a bad answer for the competitors in the world of publicity, the promotion that only
we can know with the marketing research.



RECOMENDATION.
21



-The Marketing Research must seek method faster with the same efficiency, because the competition is change every day and if a survey takes a long time,
the result can be expiry.
-The researchers ought to be ethicals, cause sometimes use different survey or method to make your selfish purposes.
-We must be select the survey or method more indicated, cause in El Salvador the population required different types of survey, for example if we want to
make a mail survey in some place of El Salvador , is possible that someone person havent the resource to receive the questionnaire and less answer it.
-We have a infinity number of sources to investigation its so good, but also it so bad cause each day there are more false information, in other words we
ought to choose carefully secondary data and the general information to not have mistake for the firm.
- The company (Molsa) has to improve the quality of their products, through a formal and complete study of the customer preference and habits. Molsa
have to develop a new proposal s strategic in the production of their products. In Addition, the company has to improve the quality, image and
advertising of chocorisas and so submit better sales.

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BIBLIOGRAPHY
http://www.slideshare.net/AmitNayyar2/28443502-marketresearchonoreo
http://www.answers.com/topic/personal-interview#ixzz2wvV1bfQN