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Marketing Research Proposal - Essay Example

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Marketing Research Proposal

14). With regard to the Hummer, the marketing decision problem is the changing of the market perceptions of the Hummer in order to enhance its performance through increased sales. Notably, the Hummer has been associated with some aspects of personality that do not augur well with its market objectives (Case 1.1, 2012). The core problem should be the devising of the most appropriate marketing strategies that would reverse these perceptions. Market Research Objectives The market research objectives usually relate to the precise reasons that behind the conducting of a particular market research. Basically, these objectives are the fundamental reasons that underpin all marketing research processes of any organization. The market research objectives of the Hummer brand are anchored on the need of finding the most effective strategy that could improve the performance of the Hummer on the market. Specifically, these objectives include the establishing of varieties of the brand to suit the diverse needs of the market, the seeking of opportunities to increase the volume of sales of the brand, and increasing the market reach and segmentations of the product. Appropriate Research Design This study will adopt an explorative research design. The value of an explorative research design lies in the development of insights into specific aspects that underpin the research problem. It seeks explanations of occurrences, trends, realities, and the nature of things in order to expand the understanding of the research problem. Explorative research designs are comprehensive in nature in the sense that they seek to harness sufficient amounts of information that appertain to the research problem. Generally, explorative research designs are suitable in situations that demand answers for a specified marketing challenge or problem. In the particular case of the Hummer, the explorative research design will be resourceful in providing the most relevant information that might assists the management in formulating the most appropriate responses. The explorative research design will also be imperative in finding strategies of expanding their market reach, changing of the prevailing negative perceptions about the brand, and engaging other strategies that are generally necessary for the improving the market performance and brand image of the Hummer. Research methods The most applicable research method for this research is a mixture of both qualitative and quantitative. Qualitative methods will guide the research in clarifying concepts and providing the general framework that would guide the research activity. These methods will be useful in expanding the understanding of the research problems in order to align the process with the authentic needs. Particularly, the research may require the application of the case study approach in order to furnish the study with sufficient insights. Moreover, the study could rely on extended literature about some of the specific aspects of the problem that relate to the objectives of the study. The incorporation of quantitative methods will enrich the study with specific facts that attend to the problem. For instance, the study will benefit from statistics on the various aspects of the research problem, which would help in the provision of solutions based on specifics. Generally, the ...Show more


MARKETING RESEARCH PROPOSAL By Institution Date Management Decision Problem In general terms, the management problem entails the overarching objective that the management seeks to achieve in the process of marketing. In the particular case of the Hummer, this management decision problem revolves around the need to increase the appeal of the Hummer on the targeted market segments…
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