Market Research Implementation Plan II: Research Tools Coach Company's continued development of new categories further establishes its distinctive style and 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 instruments that will be discussed are mail surveys, web/internet surveys, personal interviews, and focus groups. The paper will further compare and contrast the four research tools and analyze the applicability of the selected tools. The analysis will include more and less applicable tools. The Four Research Tools Mail Surveys: Mail surveys are considered one of the most popular methods of conducting surveys. “Mail surveys are particularly useful due to their relatively low data collection costs and ease of administration.” (marketstreetresearch.com, 2004) Coach can use this research method quickly, effortlessly and cost-effectively. Coach may use postal surveys to gauge customer satisfaction with the new product. Using mail surveys, respondents will complete a questionnaire and return it by mail to the company. A follow-up communication method will be implemented which may include sending a postcard, letter, or calling 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, & Day, 2007). Web-based market research has the advantage over traditional market research methods in that it is high quality, fast and economical... middle of paper... plan. Team D has conclusively determined that mail and Internet surveys are more applicable and useful to the company. Despite the advantages of personal interviews and focus groups, they are ultimately more expensive and timely. Coach values ​​its core principles and understands the need to compete in a long-term global environment; will continue to use market research and is ready for the next marketing phase. Works Cited Aaker, D.A., Kumar, V., Day, G.S., (2007). Market 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