In Depth Market Research Case Analysis of Datingforstudents.Com
MKT
In Depth Market Research Case Analysis of
Datingforstudents.com
For Professor Charles Janthur
Course code: CMKT500-D10
Due: December 1, 2012
Table of Contents
Background Information. 3
Objectives. 4
Methods. 4
Results. 5
Interest (Question 2) compared to Appeal (Question 5) 5
Interest (Question 2) compared to Willingness to pay (Question 6) 5
Awareness (question 1) compared with willingness to pay (question 6) 6
Experience (question 4) compared with perception (question 7) 6
Awareness (question 1) compared with interest (question 2) 7
Awareness (question 3) compared with Experience (question 4) 7
Summary and Conclusions. 8
Bibliography. 9
Background Information The main purpose of this study is to gain insight of the online dating industry in order to stand and succeed in the future. Through the questionnaire presented to 100 participates we will be able to create a strategic strategies based on the results. We have compiled background information regarding the industry, their main competitors and use this information to state the business problems and opportunities present within Datingforstudents.com. Today it is shown that “1 in 5 relationships start online” (Match.com, 2012). Datingforstudents.com is heading into a market with competitors who already hold over one million subscribing members which will be a business problem for entering the industry. An opportunity presented to Datingforstudents.com is that they are targeting college students where current dating sites are focusing on the older demographic.
Our client’s main competitor however would be Match.com because compared to the other competition they target the youngest demographic. However the competitive advantage of Datingforstudents.com is that its membership would be restricted to only college students ensuring that potential partners would be around the same age and
In Depth Market Research Case Analysis of
Datingforstudents.com
For Professor Charles Janthur
Course code: CMKT500-D10
Due: December 1, 2012
Table of Contents
Background Information. 3
Objectives. 4
Methods. 4
Results. 5
Interest (Question 2) compared to Appeal (Question 5) 5
Interest (Question 2) compared to Willingness to pay (Question 6) 5
Awareness (question 1) compared with willingness to pay (question 6) 6
Experience (question 4) compared with perception (question 7) 6
Awareness (question 1) compared with interest (question 2) 7
Awareness (question 3) compared with Experience (question 4) 7
Summary and Conclusions. 8
Bibliography. 9
Background Information The main purpose of this study is to gain insight of the online dating industry in order to stand and succeed in the future. Through the questionnaire presented to 100 participates we will be able to create a strategic strategies based on the results. We have compiled background information regarding the industry, their main competitors and use this information to state the business problems and opportunities present within Datingforstudents.com. Today it is shown that “1 in 5 relationships start online” (Match.com, 2012). Datingforstudents.com is heading into a market with competitors who already hold over one million subscribing members which will be a business problem for entering the industry. An opportunity presented to Datingforstudents.com is that they are targeting college students where current dating sites are focusing on the older demographic.
Our client’s main competitor however would be Match.com because compared to the other competition they target the youngest demographic. However the competitive advantage of Datingforstudents.com is that its membership would be restricted to only college students ensuring that potential partners would be around the same age and
Bibliography: Alvin C. Burns, R. F. (2012). Basic Marketing Research. In R. F. Alvin C. Burns, Basic Marketing Research. Blog of Match.com. (2011). Everything You Think You Know About Singles is Wrong: We separate fact from fiction with the first comprehensive study of singles in America. Retrieved from The official blog of Match.com: http://blog.match.com/2011/02/04/everything-you-think-you-know-about-singles-is-wrong-we-separate-fact-from-fiction-with-the-first-comprehensive-study-of-singles-in-america/ Match.com. (2012). match.com. Retrieved from Match.com: http://www.match.com/index.aspx Webpersonalsonlinecom. (2012). Online Dating demographics. Retrieved from Webpersonalsonline.com: http://www.webpersonalsonline.com/demographics_online_dating.html