Promotional Platforms to Promote the Core Product and Services of the Mobile Phone and Services - Research Proposal Example

Marketing Research Name Institution Course Lecturer Date Q1: Introduction The company has a sophisticated mobile phone and services like SMS suited for a consumer segment of young people between 15 to 18 years. An extensive understanding of most important features of the company’s core product is needed. A research proposal is offered providing the key stages and procedures of research. Objectives Examine the attitudes to use of core product and related services by: Examine how the product is used by the youth Determine promotional platforms that can promote the core product and services. Research There is a need to gather information about the product usage among the youth over the last 5 years. The trend will indicate the prominent features and services for the group by establishing: How many youth use the product? What kind of features is usually considered? What is the feature/service currently used for? What prices are charged, size of the phone and effective promotions? Qualitative Research- Explanatory The explanatory nature of aspects of objectives requires detailed qualitative information. Research will explore and understand attitudes of the youth towards the product feature/services. Population and Sampling Light users Heavy users Males Females A small sample is needed as the groups are homogenous. 150 interviews in different locations with different youth population sizes will provide spread responses and identify interesting differences. Interlocking quotas includes: Population Size Male Female Total Over 500 youth/1000 people 25 25 50 200/1000 25 25 50 >100/1000 25 25 50 Data Analysis Content analysis will be used as an interpretive technique to identify themes and latent emphasis for product features. Q3: GEORGE STREET SYDNEY- INTENTION TO REVISIT THE CAFÉ SURVEY. 1. Have you ever visited the cafe? Please tick in the correct box Yes No If no ­ thank you for your time. 2. How many times in a month do you visit the cafe? Tick in the correct box 0-1 2-4 5-9 10-more?     SECTION A - Revisit 3. The statements below ask for your opinion on possibility to revisit the cafe. Pick the number that show whether you agree / disagree from the scale and fill on the space provided Scale Strongly Disagree 1 2 3 4 5 Strongly Agree I have developed an inner attachment to the cafe I have developed social bonds from social relationship and meaning of the place My previous experience gave me an identity with the place SECTION B – Exposure and transport 4. This aims to establish your opinion on the cafe accessibility and transport. From the scale pick a number that show the level of your agreement or disagreement for each statement Scale Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree I find the cafe always open The location of the cafe makes it accessible I am okay with the distance to the cafe and personal travel cost 5. These statements assess your opinion on workers at the cafe Scale Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree I have liked the way workers at the cafe knows and attends to my needs I get regular updates of new offers and foods in the cafe THANK YOU. Question 5 a) This is reliability analysis measuring the degree and scope to which there are no errors. Several measures agree with one another to the scope. This analysis allows the study of the properties of the measurement scales as well as the items that make up the scales. It is testing the extent of customer satisfaction; it is also testing the items in the questionnaires that are related to each other. The output provided by this analysis is Cronbach’s alpha; it is the common measure of scale reliability. b) This output is very satisfactory; the next step that I would take is to provide recommendations based on this output. This is because the analysis has been determined. c) The evidence that is in this output, supporting this course of action, is the correlation matrix and the standard deviation. They provide enough evidence for making recommendations. Question 6 a) As a researcher, I would run this type of analysis to determine which product has the biggest market share and that customers prefer most. I would run this type of analysis to know the buying patterns of the customers. b) From this output, I will design a marketing campaign to promote products making lowest returns and to consolidate the market share. I will design marketing campaign to increase the sales and the market share of the products. c) The evidence available in this output supporting this course of action is inter - item correlations and inter – total statistics. Question 7 a) The particular test that is used here is Pearson’s correlation. This test provides relationship output. The results of this test are interpreted as between negative one and positive one. A positive result indicates that there the variables are directly proportional while negative results the variables are indicate inversely proportional. b) There is total satisfaction of the buyers from the sellers as the results indicate. The supplier is reliable and customers are showing intent to buy making the company to rely from the same supplier. The supplier is very friendly to customers as customers assert. The implications for this are that, customer’s confidence with the suppliers’ products, is increased and cemented. By being reliable, the supplier is increasing his market share by selling to more customers. c) The results of this analysis are not logical given the nature of the supplying firm’s business and that of the buying firms. The reason being, the supplier is no clear establishment in the market and is supplying to one customer. On the other hand, the buying firm has established itself in the market well that the supplying firm. The buying firm is operating in large scale and it has multiple customers. As such, this is not logical, as it should be the other way round, the supplying firm being bigger than the buying firm is. d) From the results of this analysis, it is evident that further analysis is required. To provide the coverage to which the supplier products are used. The size of the market share is very important and, hence, ought to be determined. Question 8 a) The type of test in use is Pearson’s correlation test. The output level provided by Pearson correlation provides two tailed, with a significance level of 0.01. The interpretations of these results are that, the likelihood of influencing the immediate coefficient is high. They are either directly or inversely influential. b) The results of the analysis are that; There is high likelihood of purchasing a competitors brand (1). The product performance is relatively low (-.343). The customers have low intention of buying their brand (1.482). The strength of the brand name is also weak. (-0.050). The overall performance is wanting as the results indicate. Low brand equity translates to poor performance of the product in the market. c) Further recommendations are necessary to carry out further analysis to establish the cause of low brand equity in the market. This will help unearth the issues hindering the brand development and high sale. It is important to develop and improve the brand equity in order to acquire more market share and spur product sales in the market. This will as well reduce the likelihood of customers purchasing a competitors brand. As such, it is very important to establish the reason for poor performance of brand and low brand equity. Read More