Touch Screen and Marketing and the Consumer Opinion on Its Efficacy - Research Paper Example

Executive summary

The use of surveys by most organizations is a bid to understand the target population and create ample knowledge that can create an advantage in the market. In particular, companies employ questionnaires to gather information from clients and potential customers. However, the use of the questionnaires is becoming inefficient as a practice because there is the wastage of materials and time due to the lack of respondents for the same. The concern by most people is that filling a questionnaire takes time and is not beneficial leading to a person not answering the questions. The case effects to a company undertaking a survey that results in failure. The only sure instance that causes the filling of questionnaires is an event that is a requirement by the law for citizens to respond as put by (Brandenberger et al. S15). The questionnaires from the federal, local or state governments lead to a successful survey because the information is mandatory. A simple example is a census whose participation is a must as per the law, and every citizen has the mandate to be a part. Conversely, the firms that do not have the power to carry out a successful survey can make improvements on the outlook of the research and ensure that the questionnaires only include information that is vital, short and straight to the point.

Introduction

Most institutions in recent cases have an adherence to the use of market groups in the survey of the attributes of a market. The market groups ensure that an institution benefits the most from the case and also enjoys the building of consumer loyalty. The result of the survey is the improvement of the companies’ service delivery models to enhance the profit margin. Conversely, the cases relating to the failure of a survey to report the traits of a target population means a misuse of the funds, time and resources that negatively impacts the profits margins of the company. It is also equivalent to point out that a company makes a substantial loss through the reception of information that is ambiguous and wrong. It is, therefore, wise to check the eligibility of the research method to ensure good information reaches the company, and it does so in a timely manner as per the statements by (Voss and Marton, p. 39).

• Origin of the Report

The focus of the study is the establishment of the weaknesses of the use of the questionnaires in the research field. The event involves the consideration of the Touch Screen Research and Marketing and the opinion of the consumer on its efficacy (Allery, p. 238).

Benefits Received

Number of responses

Percentage of the total

Very definite

3

1.8

Moderate

31

18.3

Slight

93

55

Not at all

42

24.9

TOTAL

169

100

The chart and graph above represents the original views relaying the information that companies are not willing to invest in a survey that uses questionnaires in the fear of losing vital time and funds to a mode that will be a loss in the field. The chart shows that the most probable outcome from a research employing questionnaires is a slight response by the potential market.

The commissioning of the report emanates from the TSMR that justifies the course of the study in the collection of data that can create information concerning improvement in the modes of collecting consumer data. The original idea of the report also emanates from the fact that organizations need to acquire a format that provides the same costs as a questionnaire but also has the capability of being efficient in the research perspectives. Therefore, the need to study the research aspect is due to the

• • Purpose

The aim of the study is to acquire information regarding the failure of the use of questionnaires in the collection of primary data. The study also aims at providing the reasons why organization is desisting from the use of questionnaires. Other projections of the study include the establishment of the reasons that cause the possible respondents to ignore filling questionnaires on a daily basis. The paper also gives substantial information that includes the betterment of the research method.

• • Scope

The scope of the study is a basis of the facts that most potential respondents do not have the obligation to fill questionnaires. The only time that a client chooses to respond is in the case that the law obligates him or her to do reply. It is also wise to denote that the collection of information using questionnaires in a firm requires the viewing of the institutional policies of a company and thus the respondents tend to fill the questionnaires as a routine as put by (Galasiński and Kozłowska, p. 3520). The case is different if the company does not have any any power on the client who poses as a respondent.

• • Limitations

The proposal to companies to exploit academic-like surveys showcases a viewpoint whereby the company refuses the proposal. The other limitation of the study is the deficiency of resources and funds that may be useful in the exploitation of new grounds to proclaim more and precise data.

Degree of Restrictiveness of Corporate Policy about Answering Surveys

Restrictive level

Number of Responses

Percentage of Total

Very definitely

59

33.9

Moderately

39

22.4

Slightly

29

16.7

Not at all

47

27.01

TOTAL

174

100

The chart and table above shows a scenario whereby the most probable scenario in the case for application to conduct for most firms is no permission. The other case is that 47 percent of most companies do not conduct any form of research and will not permit any other entity to undertake the research.

• • Sources and Methods of Collecting Data

The methods that the paper employs include a survey that entails the direct collection of information courtesy of primary data. Moreover, there is the use of questionnaires as a means to collect information and also a means to gauge the eligibility of the same in other research works.

Percentage of Questionnaires answered

Questionnaires Answered

Number .of responses

Percentage of the total

0-19

25

15.06%

20-39

20

12.05%

40-59

38

22.90%

60-79

37

22.29%

80-100

46

27.71%

TOTAL

166

• • • Chart 2: Percentage of Questionnaires answered

Explanation

The number of questionnaires that have answer are less than half of the total number of the responses. The case implies that most of the questionnaires do not have any responses.

Likelihood of responding to a survey by source

Least Likely to Be Answered Composite Score

University students 360

Other businesses 328

University personnel 210

Professional associations 127

Trade organizations 115

State government 18

Federal government 0

Other 57

TOTAL 1,215

Report Preview

There is vast information in the review of survey and questionnaires as a method that is useful to an organization. There are cases that deliberate that companies are increasing the fund allocation that is for research but is experiencing no advantage in the same despite the research prospects being very expensive. The other imminent aspect is that there is an increase in the number of companies that are undertaking independent surveys in the same market. The instance entails a case that gives the respondent with options that he or she cannot fully adhere to them because there is not significant economic gain. Most of the respondents’ point that the number of questionnaires that require the same information is an instance that is impractical and a wastage of time.

According to (Hague, Hague and Morgan, p. 44), the work of a researcher is becoming hard to fulfill and sustain because the potential market is unwilling to provide information that can help the producer or the supplier assist the client in the improvement in product delivery. The case creates a difference in the quality and authenticity of the samples that reach the investigator. Insufficient data implies that the information that is under survey may lead to the wrong conclusions. Moreover, the potential respondents do not know the difference between a research questionnaire that is authentic from the one that is probably useless even after filling the inquiries.

Sources of Questionnaires

combined total

University personnel

270

University Students

200

Trade organizations

150

Professional associations

115

Federal government

100

State government

51

Other businesses

40

Other

26

Explanation

The total number of institution that participates in the research exercises is 952. Most of the surveys are for university staff as well as university students. The number of the surveys from the state organizations are few. However, it is clear that the state and federal respondents only adhere to law obligations to respondent. Otherwise, there is no response from them.

Increase in Percentage of Surveys Received

Percentage Increase Number of Responses Percentage of Total

0-29 25 17

30-59 50 32

60-99 18 11

100-149 28 19

150-200 11 7

200+ 21 14

TOTAL 153 100

The chart and table above show that the increase that is between 30 and 59 tends to create more increase in the total percentage with an increase of about 32 percent. The graph implies that the aim of conducting successful research encounters challenges of the lack of a referee to regulate the research activities or give ranks, and permits to the quality of the increase in research activities.

The statements by (Agapova et al. e424-e425), showcases an argument that stipulates that research is not important anymore, and the quality of conclusions is substantially depleting in terms of validity. The case has an impact on the laissez-faire market whereby local competitors face high and unhealthy competition from international firms that have the ability to undertake high budget research that involves a large sample of the same market (Hesapçı Snakeskin, p. 329).

Likelihood of answering to a survey by source

Least Likely to Be Answered

Compound score

University students

361

Other businesses

329

University personnel

211

Professional associations

128

Trade organizations

116

State government

19

Federal government

0

Other

58

TOTAL

1,222

Recommendations

Most companies should desist from the cheap preparation of research because it leads to misappropriation of funds and the approval of a useless firm as put by (Noussair and Tucker, p. 395). The case calls for the formation of a body that represents the authority in the market especially in the determination of the right study of the consumer attributes. The regulatory body can also assist in the reduction of the cases of redundant research papers because they will not involve the potential consumer. Research information is a resource that needs efficient allocation to enable the operation of the market. Another view is the conception of firms in the recruitment prospects of workers to undertake research. Most organizations do not view the possibility of a failure in research and budget lowly on the compensation of the employees responsible for studying consumer traits. The scenario leads to the enrolment of students and other semi-skill parties who do not have the right and holistic skills of venturing into the real market and study the real traits of the market. The result is a preparation of long questionnaires that consist of questions that are irrelevant (Noussair and Tucker 395-397).

Moreover, there is the use of questionnaires in areas that should employ other data collection methods such as observation. The case leads to a fail in the use of survey and research in the market. Companies should be willing to use other organizations especially those that specialize in research and consumer statistics. Also, organizations can carry out research works that take time and consistently refer to experts for guidance through the collection process. The case ensures that there is a win in the market. Companies should also desist from repetitive research techniques and should use the available information from the government and World Bank.