Essays on Conducting a Marketing Audience Research Research Proposal

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The paper "Conducting a Marketing Audience Research" is a good example of a marketing research proposal.   Conducting marketing research is an essential part when it comes to marketing, there are many ways businesses use to conduct market research. The use of the internet to conduct market research is gaining popularity and we find that most businesses have adopted various ways of determining customer behavior through carrying out online market research. On the other hand, there is a rising number of people who shop online globally. Statistics show that most people have changed their mode of shopping and adopted the use of the internet to get access to their goods and services.

Conducting a market audience research was useful in analyzing the collected data and determining the factors that influence online retail shopping. The report describes the results finding and the conclusions drawn from the research. Introduction and background Philip Kotler and Gary Armstrong defined marketing as “ social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. ” Marketing should be customer-oriented since customers wants must be recognized and satisfied.

Marketing should start with an idea about a want satisfying product or service and continues until the customer wants are satisfied (Philip and Gary, 2011). globalization and technological advances have resulted to development of different forms used by companies and organizations to market their products. There is a shift towards internet marketing which has gained popularity since the adoption of technology in the market industry. Research on marketing audience was conducted and the results analyzed as per the response of internet users. Descriptive research was conducted with the purpose of developing skills related to designing and undertaking quantitative/descriptive research; collecting, analyzing and interpreting quantitative data. In order to come up with conclusions and recommendations, it is important to write a report that will be used in making judgments.

The report consists of results from the descriptive research and the findings. The methods used to collect data should also be availed in the report as well. The research was carried out to examine the determinants of Australian consumers’ attitudes towards online retail shopping.

In order to carry out the above research, some questions were constructed to help in finding the results of the research project. Research questions i) How does self-concept dimensions relate to online retail shopping attitudes? ii) What is the impact of individual characteristics on online retail shopping attitudes? iii) What is the impact of Internet usage motivations on online retail shopping attitudes? iv) What are some of the meaningful market segments among online retail shoppers? v) How can social desirability bias influence the results of the research? From the above question, the objectives of the research were developed using the question.

The purposes of developing these aims are to act as a guide towards finding the results. Objectives include: i) To examine how self-concept dimensions relate to online retail shopping attitudes; ii) To evaluate the impact of individual characteristics on online retail shopping attitudes.

Reference

Bellman, S., Lohse, G.L. and Johnson, E.J. (1999). Predictors of online buying behavior.

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Bianchi, C. & Andrews, L. (2012). Risk, trust, and consumer online purchasing behaviour: A Chileanperspective. International Marketing Review, 29(3) 253-276.

Brashear, T. G., Kashyap, V. Musante, M. D. & Donthu, N. (2009). A profile of the Internet shopper:Evidence from six countries. Journal of Marketing Theory & Practice, 17(3), 267–281.

Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet Uses and Gratifcations: A Structural EquationModel of Interactive Advertising. Journal of Advertising, 34(2), 57-70.

Rohm, A.J. & Swaminathan, V. (2004). A typology of online shoppers based on motivations.Journal of Business Ressearch, 54, 748-757.

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