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Samsung Galaxy Mini Tablet. You would work as a marketing consultant to develop a feasible marketing plan for your client. So you are required to conduct both secondary (search secondary sources) and primary research (interview customers or conduct surveys) in order to glean the necessary information for your marketing plan. Please note that when conducting primary research you will only collect qualitative data (i.e., personal in-depth interviews with at least 3 target customers) in this study.
It is important to conduct quality market research on your focal product /company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is the primary research, which is involved with your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decision on the business problem, thus increasing the chance of business success in the marketplace.
Here is the outline of the marketing plan, which provides you information on
(1) the format for your final SLP and
(2) a list of topics for the marketing plan
In this module SLP, you need to conduct the primary research for your marketing plan.
Primary Research
You will have to conduct personal in-depth interviews with individuals who are representative of its proposed target market. The purpose of conducting these interviews is to make sure that you are on the right track with your marketing plan. One of the biggest fallacies in marketing is often that a manager “thinks s/he knows what members of the target market know, believe, and do.” The development of a useable marketing plan, however, has to be based on consumer input.
Once you have completed your primary research efforts, you will need to revisit your situation analysis and your SWOT analysis. It is very likely that you overlooked specific factors that need to be added to these analyses.
Qualitative Research: Personal In-depth Interviews
For the purposes of this marketing plan, you will focus on one target market only.
Qualitative research is a first step to make sure that the issues you have identified are issues as perceived by your target audience. Qualitative research will give you insights into what consumer actually think, know, and believe. This type of research will also allow you to investigate how consumers describe their behavior and why they do what they do. It further allows you to gain information on how difficult it would be to get consumers to accept new product; to learn which communication methods would be most productive; and which incentives would be most successful with a specific consumer group. Finally, the results of qualitative research provide input for your marketing plan.
For this part you will have to develop an interview questionnaire and then conduct the interviews. Keep in mind that you will need at least three consumers representative of your proposed target market to participate in these interviews. Finally, you will need to report the results.
The following is a list of issues you should address (this is not a complete list, because the issues are likely to differ from project to project). The example here is a marketing plan you are going to develop in order to successfully introduce Apple iPad4. The goals you have developed are for your target audience to promote awareness of new iPad4 and encourage purchase intention:
What would your target market rather buy than the product you are promoting and why?
What benefits do your target customers see to them? It might be that they like the reputation of the company, or something else you need to identify in the interviews.
What costs do your target customers see to them? They might think the higher price or something else you need to identify in the interviews.
What does your target market know about the new brand?
Are target customers familiar with brand?
Are target customers familiar with the new features of the new brand?
Do target customers know about competing brands that provide similar features and benefits?
What does your target market believe? What are your target market’s values and attitudes relative to the desired behavior?
What benefits do target customers see in the new brand? “What’s in for them” to do this? If having a reputable brand to show their social status is more important than the price, then you will have to design messages accordingly in your marketing plan.
What do target customers perceive the costs of buy the new brand?
What other issues do the customers consider when purchasing the new brand?
Make sure to develop the interview questionnaire based on the situation analysis, SWOT analysis and the specific charge for your research project. Note that only a properly designed interview guide would provide useful insights for your marketing plan.
Here is an example of interview questionnaire.
For this section’s written report, you need to address the following issues.
Explain where and how you collected your data. In other words, how did you recruit your subjects? Keep in mind that your subjects should be representative members of your target market. So your parents, friends and neighbors are generally not to be recruited as subjects. If you have difficulty to reach those target population due to your special situation, contact your professor to get permission to collect data from your family members, friends, colleagues and etc who easily accessible by you.
State how many subjects (at least 3 for this project) you interviewed and describe your sample in demographic terms.
Give a summary of the answers to each question.
Include an interpretation of the results: what impact are your findings likely to have on the attempted charge?
Also, include a copy of your interview questionnaire in your Appendix.
Expectations on Your Module 3 SLP
Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” in the outline below are used to show the major issues you need to include in your paper and you may not use these letters and numbers to organize your paper.
IV. Primary Qualitative Research (3-6 pages)
i. Identify that subjects and the research process
ii. Identify the purpose of your research
What issues did you want to study?
iii. Present the key findings
Questions used in this analysis should be included in the appendix.
Complete report of each interview should be included in the appendix
iv. Present a concise conclusion of what you learned
Note: use double space, Verdana or Times Roman font type, black font color and 12 pt font size.
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