The management board of Dell Corporation would like to design and develop personal computers that will appeal to twenty-five to forty-five year old business executives. However, before the actual process of design and development commences, it became extremely important to contract MarketWorld Ltd to do a market research to determine the features of the new computers that will appeal to the business executives. In addition, the research is to identify the type and number of business executives who are likely to purchase the classic computers as well as the price they are willing to pay. This information will be vey important because it will dictate the number of computers to be produced in future, thus help Dell Corporation decide whether to produce new brand of classic computers or not.
The main features of the project include; research will be confirmatory and exploratory; qualitative and quantitative; sample size will be three thousand five hundred business executives; it will use desktop research, focus groups, interviews and email to collect both primary and secondary data. First, seventy percent (70%) of market research will be exploratory while the remaining thirty percent (30%) will be confirmatory. This is because Dell Corporation is seeking better ideas that will yield highly enduring and marketable personal computers. Secondly, sixty percent (60%) of the market research will be qualitative in nature while the remaining forty percent (40%) will be quantitative. Thirdly, data will be collected through use of focus groups, ethnographic observation, e-mail, telephone and personal interviews. Fourth, research will sample three thousand five hundred business executives in the United Kingdom. Fifth, eighty percent (80%) of the data collected will be from primary sources while the remaining twenty percent (20%) will be from secondary sources.
To measure the performance and progress of the market research project, costs, performance as