Marketing Research Technique and steps for research design for cellphone

Topics: Scientific method, Quantitative research, Qualitative research Pages: 7 (2044 words) Published: March 9, 2014

There are a number of specific marketing research techniques that may be employed to research consumer satisfaction. A handphone manufacturer you are advising on marketing research is concerned to find out whether their customers were satisfied with their products.

a) Advise which research technique and justify why this recommended.

b) Describe the steps of the research design.

c) Design a questionnaire of 20 questions you would post to your respondents.

[100m]

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Introduction
Every commercial company exists to make a profit , preferably large enough to enable growth. Facing the fierce competetion in recent times and short life cycle of the product most of the companies are riding the bandwagon of getting closer to the customer. Keeping this in mind a company could discover its most proftable customers .Marketing Reasearch is a technique by which the businesses usually measure their products success in the market and behalf of this research the manager or the owners of the business decides what they needs to improve and what marketing decisions should be taken to eliminate the obstructions in the sales of the goods. So marketing research is an important tool to identify the position of the products and credibilityin the market. In recent time the use of handphones has increased by many folds and a variety of brands are available in the market.So there is a strong competetion between these companies and they are upcoming with the superior features and lesser price to attaract new customers and to spread their brand awareness so in this concern the manufacturar of the Micromax want to check whether the hanphones of this brand have enough to attaract the people and the products are able to satisfy the existing customers.

Usually two main methods are used to do the marketing research Qualitative method and Quantitative method . Qualitative method by its name indicates that the main concern is on quality It usually entail small number of the respondants by the professionals. this is usually used to come up with new ideas for products and for promotional purposes. qualitative research can be done by Focus groups, In-Depth interviews and projective techniques.

Quantitative Method :- But in the case of handphone will not be a good idea to rely on the small number of the respondents as the market is widespread and a lot of user . So quantitative method would be a better idea rather than qualitative as it aims on the quantity or the number of the respondents so if we can gather information from as many people would be helpful to know better satisfaction rate.The manufacturar can draw conclusions and can decide what to do in future to improve the satisfaction rate and come out with the new features . Quantitaive research also got different methods which are Observation research, Experimentation and Surveys. Observations:- In ntthis method the customers are observed while they are buying or using any product or how frequent they visit the customer services . But it is not so reliable as their are many behavioural variables. Surveys:-Survey is a widely used and acknowledged research tool by which we can gather data from a larger number of people . As a marketing researcher i found surveys as the best idea. As we can cover a large number of people and can get the different opinions . The reflection of the attitude,prefrences varies in the different people along with this we can ask a variety of questions so we can widen the information about our product whether the people are liking this or need to make improvements. People like politician heavily rely on this method so they can map out for their election campaign same the commercial bodies use the survey method to formulate market statergies for the potential widespread use and to check the performance of the existing product. The ultimate goal of the survey for a researcher is to generalize the large population by studying...
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