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Market Research Proposal Paper

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Question 1 1.1 • Who is currently using your Gold credit card? • What is the market size? • What are the key features of your product/service? • How is the product/service currently perceived? • How do you want the product/service to be perceived? • What are the target markets’ expectations of the product/service? • Is it being used for its intended purpose? • How is the product/service differentiated from competitor offerings? • How accessible is the product/service? • What is the level/perceived level of difficulty with regards to the application process? • What are the incentives for using your Gold credit card? • How was the pricing structure determined? • What are your assumptions of the current state of the economy. 1.2.1 Research …show more content…

Their level of understanding will be revealed in the way they communicate your objectives in their proposal. • I would look at suitability of the research agency’s suggested research approach. The choice of research method is one of the most important decisions in any project, e.g. if you want to talk to the target market about a sensitive subject, the research agency may recommend one-on-one interviews or online interviews to give respondents a true sense of privacy. You may need to do a lot of probing and gain understanding; therefore, qualitative discussions might be necessary. • I would assess the reliability of sampling method and size: Your business will use the results of research to make important decisions regarding the future. It is thus important that the proposed sampling technique ensures that the right target market is approached and that the sample size is strong enough to support the decision-making process. • I would make sure that I am receiving great value for money and not just a low price. As I am the customer in this situation, it is my responsibility to make sure I get the most out of …show more content…

He/she must tell the respondents that tapes will be kept safely in a locked facility until they are transcribed word for word, then they will be destroyed. The transcribed notes of the focus group will not contain any information that would allow individual subjects to be linked to specific statements. Ground rules: The moderator must tell respondents that: • Only one person speaks at a time. • There are no right or wrong answers. • They do not have to speak in a particular order. • When they have something to say, please let them do so as it is important to obtain the views of everyone. • They do not have to agree with the views of other people in the group. • Ask respondents if they have any questions about the process or anything else before the start of the discussion. Warm up: This is an ice-breaker which allows everyone to introduce themselves and tell in a sentence or two something about themselves. Introduction question: The moderator gives the respondents a minute to think about work attire. He/she must then ask the women to think about their current buying behaviour relating to shopping for work

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