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Running head: MARKETING RESEARCH
Name of the Student
Name of the University
1 MARKETING RESEA ...
Running head: MARKETING RESEARCH
Name of the Student
Name of the University
1 MARKETING RESEARCH
Table of Contents
Case study 1 ................................ ................................ ................................ ............................... 2
Case study 2 ................................ ................................ ................................ ............................... 5
References: ................................ ................................ ................................ ................................ . 9
2 MARKETING RESEARCH
Case study 1
Q1. Alcohol is known to negatively affect a person’s ability to drive studies to suggest BAC
(Blood Alcohol Concentration) over the mark of 0.05% increases the risk of a person being
involved in an accident on the road while driving.
Only last year 42 people died in Western Australia itself in accidents involving drinking and
driving. Given the fact that in rec ent times, drinking has gained popularity amongst the
youngsters aged 18 -24, drinking to intoxication is also a major character in the contemporary
Australian socialising cultures.
Alcohol is readily available and comparatively inexpensive in the Australi an market. Hence,
such easy access to fluids is also one of the major reasons behind the increasing cases of
drinking and driving amongst the millennials in the country.
The problematic intoxication is a serious and widespread issue, as alcohol impairs th e skills
of young drivers like reaction time, vision and judgement which they happen to require the
most while driving.
Even though nations every day are building on their infrastructure to provide their citizens
better ways of driving on roads like highw ays and overbridges, there is an increasing number
of road accidents that have come alongside such development. And without a surprise, a
major chunk of these accidents consists of the youth who happen to drink and drive.
The youth is the future of the na tion and losing them to alcohol on roads is not something that
a nation can afford.
The reasons or problems stated above are a few of the many causes that triggered the need for
such researto ch happen, to save the youth and not losing them mindless drink ing and driving
is in fact of greater significance to society and the country at large.
3 MARKETING RESEARCH
Q2. Research aims and objectives:
The study aims to comprehend the significance of responsible drinking which
DrinkWise aims at promoting. The youth population of Australia seems to emphasise
responsible drinking and tend to avoid government rules and regulations. The research
I. To understand the role of responsible drinking in the emerging millennial culture of
Australia where government rule coil does not penetrate the create the responsibility
yet responsible and safety towards alcohol consumption played a crucial role to shift
II. To find out the emotional and cultural influences involving in the drinking patterns of
youth and what drives them uncontrollable while not counting their drinks
III. To suggest the probable means by which Drive Wise can instigate more responsible
drinking among youth
IV. To build programs, initiatives, events that can bring mo re awareness to social change
while consuming alcohol.
V. To find out what are the drivers which increased more alcohol consumption in
universities and colleges and effects of such instances and what could be potential
measures which can be undertaken by Driv e Safe .
Q3. The key research objectives that would develop from issues in this research study starts
with the ability to analyse a bigger sample size for factual conclusions. A highly Improved
statistical analysis would have a more in depth understanding and conclusion.
4 MARKETING RESEARCH
The research should also be directed in a way to collect statistical data for the research
process to help provide immediate answers that become important for a more data centric
approach to help guide a more factual conclusion for the use r.
The research should aim to not let personal bias of the researcher alter the conclusion of the
report created, hence involvement of large demographic populations by taking into
consideration the randomized process to collect data should be aimed for at all given times.
Focusing on facts and series of information should also be a priority of this research.
Therefore a series of data could help point out the highly sorted fact within the targeted
demographic. Henceforth giving the reader a point of view to understand their choice of
decisions, behaviours or actions for a more societal perspective.
Anonymity of the research should be prioritized, with the fact the individuals live within the
sphere of the very demographic profile, would make the data usef ul as it would be more out
of verified honest opinions, hence the research could now be used as a screen tool and not a
way to identify trademarks of a particular fact.
With no requirement of observation, this would also help establish a much better response
scenario because the very people would have much more time and much less pressure to get
the work done. The non verbal behaviours, the privacy and the silence of the place unlike the
ones that involve direct observation in a familiar environment would make the research more
The control and the order of the research, the questions and the questionnaire should be
therefore framed in a method to enable judgement of spontaneity of the demographic
5 MARKETING RESEARCH
Case study 2
Q1 . Answer: The narrative research methodology is suitable for this case study as it
allows consumers to convey their experiences and stories of their journey with the Australian
mobile phon e company. narrative research has the potentiality of exploring personal
experiences that look into aspects beyond the specific questionnaire and this approach gains
first -hand information of consumers’ experiences, daily lifestyle and experiences. The dat a in
narrative research are collected through interviews, emails, diaries, feedback letters, and
video diaries. All of these forms of evidence convey the story of each consumer and their
sequences of events to the researcher. There are other disciplines wh ere this research
approach becomes a tool to analyse the historic experiences, culture, consumer’s lifestyle and
identity. Data collection in narrative research takes place in the forms of interviews, journal
records, transcripts, consumer personal observa tion, autobiographical writing and stories
telling. The sample size may not have to be always big as even 3 to 10 cases would be
sufficient if their in -depth interviews are monitored expanding a considerable time. There are
also interviews from small group s of people who can also tell their experiences and this
narrative approach will take less time comparatively. Data Analysis of Narrative Research
Method allows collaboration with participants for verifying and organising the data that has
been accumulated . There are stages of the Narrative thematic approach of analysis. The first
one is to collect their experiences with the mobile from the Australian company and how it
satisfied their expected utilization and to what extent. Find reasons why the products l ack
fulfilling their needs and make the consumers switch. These subjects would be preserved in
this narrative approach as integrity will be maintained appropriately.
6 MARKETING RESEARCH
The second stage consists of interpretation of the collected information to make this
data more factual, personal and relevant based on differences, similarities and consumers’
experiences with the product as well as the expensive bill at the end of the month or week.
Articulating these differences and similarities research could be structu red and take
appropriate shape to analyse the causes of the switch from the mobile brand. In this case,
study consumers experience high expense of mobile bills, there can be several reasons behind
this including during covid19 lockdown consumers were using data extensively due to work
from home, entertaining themselves consuming various OTT platforms, online transactions,
overspending time on surfing internet due to increase leisure time and connecting with
friends and relatives more than ever in this perio d of social and physical distancing. To
analyse these drastic changes in human lifestyle both in personal and work culture increases
the use of mobile phones and data assuage has gone impeccably. Consumers are not always
conscious while doing so resulting in shock at the time of bills payment. As several
telecommunication service providers are coming up with different and convenient planning
consumers are now not loyal to any brand and aim at switching as there are not massive costs
involved in the process. Therefore researching the aspects of consumer behaviour and
satisfaction studying social science is necessary and narrative research methodology helps in
such instances to identify the causes more descriptively. The information garnered through
stories, t estimonials, interviews, are subjective as well as rich from the end of consumers.
Therefore comparison can be done with a detailed analytical point of view. There are several
reliability tests also available in this approach to determine the actual pictur e. In The final and
third stage finding and interpretation are conveyed through words and analysis creating
appropriate visuals extracting from the experiences of the consumer.
7 MARKETING RESEARCH
Q2. Answer: This case study analysis with qualitative research methodology wo uld not
need to collect data from every switching customer rather only a subset or small size of the
sample population could give productive data. There is also this case study’s characteristics
that influence the sampling responses and size of the sample and its diversity. There are three
sorts of sampling responses including snowball, quota and purposive sampling. For this case
study quota sampling is suggested as this non -probability strategy identifies the important
categories of the study and evaluate s the various in the process of research. Subgroups are
made in individual categories with a determined number of participants and data is
accumulated from each group focusing on elements of the study as in this study those
elements are causes of shock, en couraging factors to switch mobile phones from the present
company. There are several advantages of using quota sampling. This sampling response
involves less time to create samples focusing on the participant size and diversity
straightforwardly. Quota sa mpling is also convenient for interpreting the data easily with less
amount of effort and complexity yet this response gives an accurate representation of the
consumers’ perspectives without exaggerating emotional data from consumers. Most
importantly with a limited budget to the market research firm, it is the most beneficial
sampling which involves minimalist investment.
Q3. Answer: there are potential challenges that come with qualitative narrative research
methodology as the data collection of this app roach could take considerable time which
delays the process and sometimes these data are difficult to assess. Therefore quota sampling
here will reduce the time of data collection with the smaller size of the population and easy
interpretive tools. Another major disadvantage in this methodology is that researchers may
come with their preconceived notion which can manipulate the interpretation in the context of
a particular domain. Researchers must aim at analyzing a story not a storyteller on the behalf
of the customer and this deviation can create a lack of negotiating skills. Sometimes
8 MARKETING RESEARCH
storytelling in the form of interviews takes the shape of story -making which often makes the
findings non -reliable. Therefore, to eliminate the data, marketing research firm s should
consider the following elements: 1)investigation on the researcher skills,2) narratives’ scope,
3) participants’ eligibility or scope in the case study,40 choosing the right conceptualised
framework. The perspectival nature of narrative qualitativ e research design could be very
varied as different data collectors could get different stories from the same participants as
sometimes it becomes a rhetorical response. Inherent subjectivity, emotionality and
inconsistency sometimes fail to achieve a soun d methodological result. Therefore to ensure
control over data a significant amount of objectivity is needed while forming the
questionnaires for quota sampling .
9 MARKETING RESEARCH
Ghaljaie, F., Naderifar, M. and Goli, H., 2017. Snowball sampling: A purposeful method of
sampling in qualitative research. Strides in Development of Medical Education , 14 (3).
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