Marketing Plan Exercise
Marketing Plan Exercise
1. Define one specific problem it could address through marketing research. I think that Apple can find out who frequently uses their products by doing some marketing research. For example, they can find out which age group seems to be using more of their products, or even which gender buys them. This can help them design and produce their future products more efficiently.
2. What type of research design do you recommend for addressing that problem, and why? I recommend using Secondary Research for this type of problem as Apple is a fairly established brand and there has to be some sort of information that was previously researched. This would make things easier on their part because it is usually free or low cost. “Secondary research is based on information from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations (AllBusiness.com, 2013).”
3. What is the most appropriate way to collect the data? Justify your choice. “Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing, from an office by telephone, or through mail (traditional mail and mail panel surveys with pre-recruited households)(Boundless.com, 2013).” I would choose to use online questionnaires to collect data, as the people who use Apple products are more likely to be on the Internet and wouldn’t mind simply doing an online questionnaire over a mail in questionnaire. Online questionnaires are fast and effective, low cost, and can be very accurate.
4. How will you ensure high validity, reliability, and representativeness of the data? To make sure the data has high validity, Apple would need to give each purchaser a specific code to enter when taking the online questionnaire, which can help with duplicate questionnaires and can help with making sure that real people are actually take these questionnaires and not just some Apple
1. Define one specific problem it could address through marketing research. I think that Apple can find out who frequently uses their products by doing some marketing research. For example, they can find out which age group seems to be using more of their products, or even which gender buys them. This can help them design and produce their future products more efficiently.
2. What type of research design do you recommend for addressing that problem, and why? I recommend using Secondary Research for this type of problem as Apple is a fairly established brand and there has to be some sort of information that was previously researched. This would make things easier on their part because it is usually free or low cost. “Secondary research is based on information from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations (AllBusiness.com, 2013).”
3. What is the most appropriate way to collect the data? Justify your choice. “Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing, from an office by telephone, or through mail (traditional mail and mail panel surveys with pre-recruited households)(Boundless.com, 2013).” I would choose to use online questionnaires to collect data, as the people who use Apple products are more likely to be on the Internet and wouldn’t mind simply doing an online questionnaire over a mail in questionnaire. Online questionnaires are fast and effective, low cost, and can be very accurate.
4. How will you ensure high validity, reliability, and representativeness of the data? To make sure the data has high validity, Apple would need to give each purchaser a specific code to enter when taking the online questionnaire, which can help with duplicate questionnaires and can help with making sure that real people are actually take these questionnaires and not just some Apple
Cited: Boundless, Collect Data, 2013, https://www.boundless.com/marketing/consumer-marketing/marketing-research-process/collect-data/ All Business, The Difference Between Secondary and Primary Market Research, 2013, http://www.allbusiness.com/marketing/market-research/1310-1.html/