Whatsapp Research Paper

Topics: Statistical hypothesis testing, Instant messaging, Short Message Service Pages: 10 (1760 words) Published: January 17, 2013
Marketing Research Assignment

Research Problem:
* The objective of this research is to study the trend of usage of Whatsapp Application and find out the features that Whatsapp can improve to expand their customer base.

Problem Statement:
Whatsapp Messenger is a cross-platform instant messaging application for smartphones. In addition to text messaging, users can send each other images, video and audio media messages. The client software is available for iOS, BlackBerry OS, Android, Symbian, Series 40, and Windows Phone. Whatsapp handles two billion messages per day as of April 2012, growing from one billion in October 2011. According to the Financial Times, “Whatsapp has done to SMS on mobile phones what Skype did to international calling on landlines.”

Research Objective:
The objective of this research is to study the diffusion of Whatsapp Application and find out if the use of Whatsapp Application in smartphones across the City has reduced the use of SMS services or no. The results of the research can be used to 1) Bring out new SMS packages

2) Take marketing decisions regarding SMS services
3) Competitor analysis between Whatsapp and SMS service providers etc.

Research Design:

* The type of research design that we are following is Descriptive Research * Specifically, our research follows the Cross-sectional Descriptive Research Design. This is a one-shot research study at a given point of time and consists of a sample (cross-section) of the population of interest.

* Research Methodology:
1) The research method used – primary data collection
* We will need to collect data from primary sources – users and non users of Whatsapp.  2) We will be using the following methods to carry out the research, * Questionnaire

* Sample size: 186
* Target audience age group:
a) 15 years – 25 years
b) 26 years – 35 years
c) 36 years – 45 years
d) 46 years and above
4) Budget and Time Schedule:
a) Time schedule required to carry out the research: 1 month b) Budget: Rs. 400 – Rs. 500 (approx)

It would be a great help if you could spend some of your time to fill this questionnaire. The responses will be kept strictly confidential. Thank you for your cooperation. 1. Which of the following messaging services for mobile are you aware of? (Tick one or more) a) SMS/MMS services

b) BlackBerry Messenger (BBM)
c) Google Talk (GTalk)
d) Yahoo messenger for mobile
e) Facebook chat for mobile
f) Nimbuzz
g) Whatsapp Application

2. Do you use the Whatsapp Application for messaging services? YesNo
If Yes, continue with Q.3. If No, go to Q.13.
3. Since when are you using Whatsapp?
h) Less than a month
i) Less than three months
j) Less than six months
k) A year

4. How did you come to know about Whatsapp? (Tick one or more) l) Enquiry
m) Read about it in some media
n) Heard about it from friends
o) Through social networking
5. Can you do without using Whatsapp for a day?
If Yes, answer Q.6.

6. Using a scale from 1 to 5, with 5 being “Strongly Agree” and 1 being “Strongly Disagree”, please indicate the extent to which you agree or disagree with the following. 1| 2| 3| 4| 5|
| | | | |
| | | | |
| | | | |
| | | | |
| | | | |
(Tick only one scale)
p) I will switch over to SMS services
q) I will switch over to some other messaging application r) I will use that time on social networking in PC
s) I will do some other work
t) I will spend more time with family
`If No, answer Q.7.

7. Using a scale from 1 to 5, with 5 being “Strongly Agree” and 1 being “Strongly Disagree”, please indicate the extent to which you agree or disagree...
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