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MKT202 Marketing Research Essentials System

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  • Course Code: MKT202
  • University: Kaplan Business School
  • Country: United States

Question:

Discuss about the MKT202 Marketing Research Essentials System.
 
What changes are expected in the mobile phone industry in the future years?
 
What changes should the manufacturer brands should make in their mobile phones in order to increase their sustainability?
 
What are the general comments that you would like to make about the mobile phone brands? For instance pricing, sales location, colour, memory and so on.
 
 

Answer:

Introduction:

The research timeline is the tool that is used for the purpose of making division of the activities that will be undertaken during the research project and also consists of the time within which the activities can be completed (Driscoll, 2011). The research timeline above consist of the activities that will be conducted during the research and the first activity is related to choosing the topic of the research with the help of brainstorming session and then designing the introduction which is related to setting the objectives and questions of the research. Moreover, the second and the third week will be spent towards designing the literature of the research from the studies that have been conducted beforehand. During the fourth week and the fifth week of the research, the methodology or the research design will be constructed and it will consist of the sampling procedure as well as the tools and types of data collection processes that can be used for conducting the research.

Lastly, the sixth and the seventh week will be spent towards analyzing the data that will be collected from the participants and eighth week will be spent towards drawing a conclusion and recommending strategies for the purpose of making the research a successful one.

Primary data Collection:

The primary data are those data which are collected for the first time by the researcher and those data are exclusively used for the first time in order to conduct the research. While the secondary data are those data which are collected from the published sources and have already been used before, the primary data are those data which have been collected for the first instance (Terrell, 2012). In one sentence, primary data are those which are originally gathered for a specific purpose.

There are two types of primary data that can be collected with the help of the research data collection procedure as stated below:

Quantitative Data:

The quantitative data are those data which can be signified in terms of numbers or numeric variables (Treiman, 2014). Or in other words, quantitative data are those data which can be calculated with the help of manipulation of statistics are known as the quantitative data. Probability and statistical data are quantitative data that can be used for the purpose of reaching a conclusion.

Qualitative Data:

The qualitative data are those data which cannot be expressed in terms of numbers and these are data related to the quality and these are the data which cannot be measured or doesn’t measures the attributes, properties or characteristics (Miles et al., 2013).

There are a variety of methods that can be applied for the purpose of primary data collection and a few methods that have been applied or the purpose of data collection upon this particular topic are mentioned below:

Questionnaire:

One of the methods for the purpose of data collection includes questionnaire survey (Burns et al., 2014). This survey will be conducted with the random consumers of the Smartphone brands and 80 customers will be selected on random basis. The sampling process will include random sampling as this can increase the probability of each customer to get selected equally. There will be 12 close ended questions that will be asked to the customers of the random Smartphone brands and thus, the researcher will gather data for the analysis purpose for reaching the objectives.

Interview:

There are 3 industry experts who will be selected for the purpose of interview and open ended questions will be asked to them in order to collect data from them related to the research. The interview questions will be open ended in nature so that the data collected can be analyzed by the researcher and increases the knowledge regarding the topic. 3 open ended questions will be asked to the industry experts in order to gain knowledge related to the research topic.

 

Survey Questionnaire:

As there will be quantitative as well as qualitative survey conducted for the pourpose of this research, both open ended and closed ended questions will be designed as mentioned below:

Quantitative Survey Questionnaire:

 

1

2

3

4

5

Appearance

 

 

 

 

 

Functions

 

 

 

 

 

After sales Service

 

 

 

 

 

Advertisement

 

 

 

 

 

Pricing

 

 

 

 

 

Brand Image

 

 

 

 

 

Friends recommendation

 

 

 

 

 

Quality

 

 

 

 

 

 Survey Questionnaire:

  1. What changes are expected in the mobile phone industry in the future years?
  2. What changes should the manufacturer brands should make in their mobile phones in order to increase their sustainability?
  3. What are the general comments that you would like to make about the mobile phone brands? For instance pricing, sales location, colour, memory and so on.
 

References:

Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.

Driscoll, D.L., 2011. Introduction to primary research: Observations, surveys, and interviews. Writing spaces: Readings on writing, 2, pp.153-174.

Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.

Terrell, S.R., 2012. Mixed-methods research methodologies. The qualitative report, 17(1), pp.254-280.

Treiman, D.J., 2014. Quantitative data analysis: Doing social research to test ideas. John Wiley & Sons.

OR

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