Marketing Research Report

Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim

A wide-range of marketing research tools is available to market researchers and organizational decision makers. The following focuses specifically on data collection methods for conducting both primary and

Data is defined as useful raw material which is intended to be useful for both the originator and for the intended receiver. Data consists largely of facts and figures ideal for communicating the intended meaning. This data can be interpreted and can be categorised as follows;

Marketing research is the method/methods that connect the clients, buyers and users to the marketer through data found from research to find and outline marketing opportunities and dilemmas. The general aim of marketing research is to recognize and evaluate how altering the marketing mix which is comprised of 4 features: product, price, promotion and place, influences customer behaviour.

Market research consists of information collection regarding the prevalent market situation, and its analysis. “We define marketing research as the systematic design, collection, analysis, and

Experimentation methods can be used to develop a product by testing whether their product awareness increases after certain campaigns, different packaging or new products are released. This will help change the product over time into something they public prefer.

AT&T is the 2nd largest cellular company in the U.S. today. While there are several competitors in the telecommunications industry, the company’s largest competitor however, is Verizon wireless. AT&T has several services in its portfolio, to include, wireless cellular service,

Before deciding the strategy for the research, it is important to understand the purpose of this research. Is it intended to explore or describe or explain the phenomena? The exploratory research is intended to gain the base information about the problem by defining the terms, explore the root of the problem, testing hypothesis and provide a solution to the problem.

At the same time, the study will posses characteristics of the exploratory research design as it will collect and classify data about sales statistics in order to observe fluctuations and purchasing patterns in terms of sales pick, costumer preference of product and product combination, preference of location, etc. Observational research will be also conducted as much information can be inferred by simply observing the consumers and analyzing the actual product.

Exploratory research studies utilize a few open-ended questions to explore and gain understanding about the problem and possible solutions. This study seeks to understand, from the point of

M2: Explain the limitations of marketing research used to contribute to the development of a

Exploratory research strategy is applicable to this study, which constitutes the use of case study technique. (Bryman & Bell, 2006) This enables the researcher to study and understand the organization that is to be investigated. This strategy is used in market research that enables in formulating and generating the hypothesis. Here the problem and its nature must be clarified and indicated clearly. There involves the use of pilot studies. Exploratory research is cited here for utilisation mainly because it helps to formulate or develop hypothesis when the researcher knows little about the issue. Also helps to gain new ideas and insights so as to construct a new approach with respect to the problem. (Ivythesis 2010) It also helps and enables the researcher to look into the problem in an exploratory and descriptive manner. Hence exploratory research is being adopted for this study that involves the use of case study and survey strategies.

Marketing research before entering into the global market is good decision for companies. However, some companies will overlook and flat out ignore this process which will lead to missed benefits of marketing research such helping the company communicate better, assist in identifying opportunities, minimizing risk and creating benchmarks to assist in the measure progress. Johansson states that “As in purely domestic marketing, to better understand the local customer requires marketing research” (Johansson, pg215). Not all marketing research is successful when trying to understand the local buyers. Companies encounter various difficulties when conducting market research on local buyers in the global market. For example focus groups are a great form of market research however the problem with focus groups in the foreign market as stated by Johansson “they can also constitute an unrepresentative sample because typical screening criteria are incorrect in the new environment or are not implemented correctly and moderators—and the research firms—are usually specialized in certain products and customers, and may be less than ideal for other consumer groups” (Johansson, pg 217). There is also explanatory marketing research. This is when the marketing research provides and attitude and preference of the buyer on a certain product. The goal of this research is to identify if the if price

Given the situation, a determination can be made about its relation to each of the first three steps in the marketing research process. At this point, Joe has already undertaken some actions that are consistent with the defining research objectives step. The first thing that Joe has done is define his situational problem. Although it appears to be lacking in content and clarity, he recognizes “that a great deal of research in

Exploratory research: - Firstly explore the demand from these outlets. Various methods will be implemented to conduct research on the following groups.