Profitability of Blackberry Phone Company - Essay Example

Blackberry: Marketing Research Problem Insert Insert Introduction Marketing research being a process, which ultimately links the perception of customers and marketers, identifies opportunities and problems. The end goal is to assess, come up with refined evaluations of the market to improve performance. It is information oriented and as such thrives on accuracy of the information acquired. Research question What is the perception of the public regarding marketing strategies and its influence on profitability of Blackberry phone Company? Relevant ethical and legal considerations a. Information collected should be used for the desired purpose only and not put to use for another research work Regulations concerning concealing respondent information are stringent now than it was in the last decades. The requirement posed on the researcher is to keep the privacy of a person even in a situation where they know them (Fodness, 2005). When research data has to be shared, the same legal issues are adhered too. Blackberry in their endeavor to randomly survey about the market reach should and will encounter this as a challenge. b. Respondents should not be forced to give answers Research is a successful endeavor when the respondents agree to give answers to the questions asked. Blackberry is a famous phone company known worldwide, but that should not be used as a way to get answers from respondents. All costs considered; respondents are given their fair share of both time, chance and will respond or not to respond. Cases will arise where sometimes the respondents understand their rights and demand not to respond. c. Data protection and confidentiality Protecting information and or data in the current level of technology is a significant challenge faced by researchers. Ethically private information should be kept private. Across the globe, all countries have in the statutes a law the gives its citizens the right to privacy and confidentiality so do researchers. Survey carried on the internet or in the public domain can be subject to preview from a third party hence infringing of the code. d. Cases involving sensitive questions require time allocation for the respondents and as such should adhere. Some question is sensitive and more so when a question concerning personal choice of products in the market. In addition, some responds personality involves analyzing options available in the market and the consequences of the options available before giving answers. In such cases, researchers might waste a lot of time on the research in order to get the content of their survey right. e. The process of data collection should be accurate and unbiased The journey through data collection is tiring, and the researchers might decide to fake results and responses to the questionnaire. Doing so will affects negatively on the real picture about the market perception. Moreover, during policy development, wrongly analyzed data will lead to a wrong strategy implementation hence inefficiency of the research. In analyzing data, a high objective should be considered without which biases might arise. f. Research should not falsify by performing an incomplete, misleading and nonobjective research. g. Deception Researchers will undoubtedly face trick from some of the clients they interrogate. It results from customers understanding the researcher’s business origin, therefore, giving positive responses about the company. For example, when a customer acknowledges that the company doing research is blackberry, they will always tend to be positive about the company hence inaccuracies in data. It is a deception (Spangenberg, 1994). Research questionnaire The research questionnaire seeks to outline sections and emerging issue in the market. It will entail coming up with respondent’s view of what they sincerely feel about the company without any affiliations. The market research questions will focus on Awareness 1. What is the first phone brand name that one can think about? 2. List the names all cell phone models that come to mind. Usage 3. How often do you purchase a phone? 4. Why do you purchase? 5. What is the primary use of your phone most of the time? 6. Which are the phone features you use the most? Advertising Effectiveness 7. Within the past months, how often have you heard, seen or read of the Blackberry brands? 8. Did the ads interest you? Impressions 9. What features attract you to the product? - Bluetooth, camera Quality, touch Screen or internet services 10. Rate brand attributes and factors depending on the satisfaction of cell phone characteristics and other general options Solutions from the research data By knowing the phone names and brands familiar and famous to customers, Blackberry will be able to rank themselves how they perform in terms of market popularity point of view. In addition, it will help enhance the way they reach and present their products to the market. Through understanding the character of buying exhibited by respondents, the company will be in a position to strategize pricing to meet client needs. Data from the features regularly used by clients will help streamline products in a fashion that is customer driven. By meeting customer’s needs, a company seeking to dominate the market will stand a better chance (Burns, 2013.). Advertising is an essential tool to communicate a product to the clients. The success of a marketing campaign is enormous markets turnout from purchases. Categorically, strategy of communicating to customers need fashioning in a manner that reveals the strength of a product-drawing customer’s attention. Understanding the frequency Blackberry has been advertising in the media, shapes future strategy plans to either shape the campaign or proceed with it under the current outfit. Attraction is at the center of the ad. Data collected about attraction levels of the ad can be used to enhance the quality of ads (Thomas, 2008). Ease of sale of a product is inherently a factor of features that come with the product. The survey report should be infused into the production of new products. It will assist the company in designing and coming up with new products that meet customer’s need. Modern technology have brought milestone in the field of communication using feature such as Bluetooth, GPRS, touch sensitive features which Blackberry should foster for market sustainability (Thomas, 2008). In addition to hardware functionalities, software ease of use and appeal to customers is paramount. References Burns, A. C. (2013.). Marketing research. New Jersey: Prentice-Hall. Fodness, D. (2005, JAN 4). The Ethics of Marketing Research: Can I? Should I? Would I? Retrieved OCT 8, 2014, from Marketing Profs: http://www.marketingprofs.com/5/fodness1.asp Spangenberg, J. S. (1994). Ethical Concerns in Marketing Research. Association for Consumer Research, 21, 392-396. Thomas, J. W. (2008). Advertising Effectiveness. Retrieved OCT 8, 2014, from Decision Analyst: http://www.decisionanalyst.com/publ_art/AdEffectiveness.dai Read More