Marketing Research Proposal
MKF 9120 MARKETING RESEARCH ASSIGNMENT 3 | Marketing Research Proposal | Facebook | -Fangyin YUAN(24314609)-Han JIANG()-Jieru HE(21216819) |
1. Executive Summary
In recent years, Facebook has seen a spike in mobile traffic. Mobile usage of its platform has grown rapidly with a massive mobile user base. Despite this large growth in mobile usage, Facebook still failed to generate completely satisfaction among its users with the current mobile platform. Therefore, Facebook would like to conduct research in order to investigate the inner reason of dissatisfaction as well as gather ideas for future improvement.
This proposal aim to explore the perception and attitude toward current mobile platform and understand the motivation factors to use competitors’ application. Research objectives and question will be positioned in the proposal and hypothesizes are assumed based on those factors. Moreover, Customer satisfaction model and brand loyalty model will be conducted in order to outline a general context for research design. Both qualitative and quantitative researches are used to gather the sufficient and appropriate information for further analysis. A brief proposed analysis also will be given in the proposal. Furthermore, reporting, timing and budget are included for a clearly understanding of the schedule. In addition, the details of sampling methods can be found in the Appendix.
2.1. Background
Facebook is the world’s largest online social network, which was founded in 2004 and now developed to that a monthly global active user base of more than 955 million people. Facebook connects family and friend and supply a platform for discovering new information and expressing and sharing ideas openly. Major competitors are Google, Microsoft and Twitter.
In recent years, mobile usage of platform is increasing with a total active mobile user base, however, user of the Facebook platform are satisfied with the current mobile application because of reason such as
1. Executive Summary
In recent years, Facebook has seen a spike in mobile traffic. Mobile usage of its platform has grown rapidly with a massive mobile user base. Despite this large growth in mobile usage, Facebook still failed to generate completely satisfaction among its users with the current mobile platform. Therefore, Facebook would like to conduct research in order to investigate the inner reason of dissatisfaction as well as gather ideas for future improvement.
This proposal aim to explore the perception and attitude toward current mobile platform and understand the motivation factors to use competitors’ application. Research objectives and question will be positioned in the proposal and hypothesizes are assumed based on those factors. Moreover, Customer satisfaction model and brand loyalty model will be conducted in order to outline a general context for research design. Both qualitative and quantitative researches are used to gather the sufficient and appropriate information for further analysis. A brief proposed analysis also will be given in the proposal. Furthermore, reporting, timing and budget are included for a clearly understanding of the schedule. In addition, the details of sampling methods can be found in the Appendix.
2.1. Background
Facebook is the world’s largest online social network, which was founded in 2004 and now developed to that a monthly global active user base of more than 955 million people. Facebook connects family and friend and supply a platform for discovering new information and expressing and sharing ideas openly. Major competitors are Google, Microsoft and Twitter.
In recent years, mobile usage of platform is increasing with a total active mobile user base, however, user of the Facebook platform are satisfied with the current mobile application because of reason such as