Marketing research objectives are specific precise pieces of information that the researcher aims to find. The objectives culminate to address the marketing management problem (McDaniel & Gates, 1998). Context A very popular TV channel, NBN wants to introduce a new show in the market. For this the company is conducting a market research on the attitude of consumers’ towards reality TV. A set of 6 market research objectives have been set. Methodology of the market research Focus groups were used for qualitative analysis. Focus groups discussion is a qualitative research technique in which a group of 6 to 10 people spend 1-2 hours discussing their opinions in an informal and relaxed setting (Boyce, 2009). The focus groups conversation was monitored by an independent individual and the conversation recorded and the transcript was used for further analysis. For quantitative analysis, a survey questionnaire was used. The survey questionnaire was administered to a total of 300 respondents. The questionnaire covered the demographic profiles of the respondents where they were asked to share their gender and age. Respondents were asked to respond to a set of 12 questions on a Likert scale from strongly disagree to strongly agree. These questions covered the attitude of viewers to reality TV shows. Quantitative Analysis This section covers the quantitative analysis to all the six MROs as analysed with the data from the survey respondent. Demographics The first step in performing quantitative analysis is to understand the demographics of the respondents. In terms of gender, majority of the respondents were females. The table below shows the same: Majority of the respondents were in the age group 18 – 25. It is interesting to note that there are about 21.33 % (a total of 64) respondents who are below the age group of 18 and may watch reality TV shows. In terms of popularity, Big-Boss was the most popular show as the favourite show amongst the respondents. The table below shows the frequency of respondents for their reality TV show preference: Relationship between connecting with participants and enjoyment of reality TV shows Both the variables, connection with the participants as well as enjoyment of reality TV shows are responded by the respondents in a Likert scale. Both are nominal data. To establish relationship between such variables, the appropriate test is the chi-square test (Levin & Rubin, 2009). Null Hypothesis: There is no relationship in the consumers feeling connected to the participants and the enjoyment of reality TV shows Alternate Hypothesis: There is a significant relationship in the consumers feeling connected to the participants and the enjoyment of reality TV shows Statistical Implication The table below gives the chi-square output for the two variables: The calculated value of chi-square statistic between two variables is 17.478 with degrees of freedom for the test as 16. Since the Sig. value (0.355) is more than the critical value of 0.05, we can conclude that there is no significant relationship in the consumers feeling connected to the participants and the enjoyment of reality TV shows. Business implication There is no relationship between people feeling connected to the participants and their enjoyment level. Producers hence interested to create and launch a reality TV show can select participants to whom, people might not feel
Marketing Research Report Introduction Marketing research is a very important and useful way of gathering information about markets or consumers. The area is of significant importance to businesses worldwide to define their strategy. A marketing research program begins with the definition of a marketing management problem…
According to the Overall Server Market Standings, by Vendor, HP held the number 1 position in the worldwide server market with 31.5 percent factory revenue share. IBM however held the number 2 spot with 29.2 percent share for the quarter as factory revenue increased 22.1 percent compared to 1Q10.
Cathy Pacific flies to 168 destinations in 42 countries around the world (Thompson, 2012). In 2010, Cathay Pacific conveyed 27 million passengers. In the mid-1990s, Cathay Pacific invested heavily in a Customer Information System (CIS) in conjunction with IBM (Gamble et al, 2010).
The consumption pattern of a nation greatly depends upon the economic policies, financial independence as well as the buying habit (Fournier, 1998). The shift in preferences is more visible among the new generation. Moreover, studies have shown that the current generation also does not mind paying a few bucks extra for getting the desired products and services.
The factors are economic, social, cultural, financial, technological, legal and political forces. Having done a thorough study of these factors, it can be said that these factors facilitate international trade, business and marketing significantly. The international marketing environment in Australia is very flexible which encourages foreign companies to formulate effective marketing strategies and implement the same in the country.
The target audience and their requirements will also be examined and then a justification for design choices will be made. Implementation is the final stage of the project however low level prototyping will also take place which will allow the verification of correct choices to the made.
In this regard, there is a need to have quality and long lasting photos. Nevertheless, with the speedy growth of the technology, many people can be able to take and print photos without the need to use the services of a professional photographer. However, it will be acknowledged that not everybody can take and produce high quality photos thus the need for a professional photographer and other photo services.
The age groups are under 1 year, between 1 and 4, between 5 and 9, between 10 and 14, between 15 and 19, between 20 and 24, between 25 and 29, between 30 and 34, between 35 and 39, between 40 and 44, between 45 and 49, between 50 and 54, between 55 and 59, between 60 and 64, between 65 and 69, between 70 and 74, between 75 and 79, between 80 and 84, and above 85 years old.
The survey revealed that most of the respondents were enthusiastic about the new variant. The retailers were also upbeat about it provided they are offered a good margin and promotional displays at the counters.
In a nutshell the processes used in market segmentation are explained. The next section describes the positioning of the services and products of the company. The options that can be considered in positioning and targeting as well as the benefits are explained.
8 pages (2000 words)Research Paper
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