Identify the Marina User Market and Make the Customer a Part of the Planning Team: Designing and Managing for the User's Needsby J. Anne Coulter, Coulter & Delaney Marketing, New London, United States,
Abstract: A practical surveying method is described which allows a marketing firm to simultaneously - and quantitatively - analyze demographic market composition (for both upland and in-water uses) while identifying and tracking a particular market's wants and needs with regard to its marina facilities. Questionnaires are sent to all prsent and past customers with a motivating cover letter. The type of questions asked are reviewed and various categories of customers identified. On the average a 15% return of questionnaires is obtained.
Subject Headings: Client relationships | Surveys (non-geomatic) | Ports and harbors | Surveying methods | Marketing | Quantitative analysis | Tracking
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