Respondents

Only a particular group of people will be targeted. In my research I will be targeting only those people who fly-both groups of those people who fly very often and relatively often. The sample size of my questionnaire is going to be 25 people. Therefore the method of sampling, which is going to be used in my primary research, will be stratified random sampling as only those people, who fit the segment, in this case, those people who fly, will be involved in my questionnaire. The respondents are going to be asked at the school campus, and in the houses where both day pupils and boarders leave.

These people will be asked a variety of different questions aimed to identify the objectives set for my primary research e.g. find out how often people fly, what airlines they use and whether they recognise certain headphones brands. Respondents will be contacted and asked the questions via personal interview, as it will be more difficult to do it via telephone or postal questionnaire, and the respondents will be less likely to respond, if using these methods of contacting them.

The questionnaire will be designed in a simple way, consisting of 15 questions. It will also include a table where all responses will be recorded. These design and methods will help to make it easier to ask people questions, as they in most cases will only have to circle an appropriate answer or rate something, which should lead to a higher response from those people, who will be targeted.

In addition to this, as the second part of my primary research, I’m going to carryout a focus group, gathering potential consumers used in a market research, to identify their response to particular promotional methods, which will help me to determine the effectiveness of each promotional method, help me to decide what promotional method I’m going to use for my product and chosen business and well as help me design my two final pieces of promotion. Such method as Focus group for my primary research is going to help me to obtain some qualitative data from a group of potential consumers between 4 and 6. I will ask them to sit and answer some of my questions as well as ask them to make some notes and annotations on the various examples of promotion used by different companies which they will be provided with, and in the end, discuss in details what particularly they liked about each promotion.

Topics which will be discussed, and questions which my participants will be asked in the Focus Group, are going to be the following:

• I will ask them to rate a design of the headphones, which I’m planning to do my promotion for. However, the brand of my chosen business will not be shown.
• They will be asked what particularly they like about the design of my headphones.
• Then, they will be asked to rate four adverts by Sony, Philips, Bose and Raymond Weil, in terms of their design, attractiveness, and effectiveness and how memorable they are in terms of promotion.
• They will be asked what particularly they like and dislike about each promotion.
• They will be asked to write the message which they think each promotion was aimed to deliver to consumers.
• They will also be asked to identify whether they have previously seen any better adverts and specify the names.
• In the end the respondents will be asked to choose their favourite promotion out of those given to them, and explain their choice.
• They will be asked how their chosen favourite promotion encourages them to buy the product.
• They will also be asked what promotion they found the least useful and explain how they would improve it.

I believe that carrying out these types of market research and carrying out the activities described above, will help identify who my potential customers are, what types of promotion they like and the reasons for this, as well as help me select an appropriate type of research and decide what promotional method I’m going to use for my own product and chosen business.

Focus group

We would be glad if you could answer the questions given below.

1) How would you rate the design of the headphones given below? Please circle your answer.

Very attractive

Fairly attractive

Neutral

`Don’t like the design

2) If you put 1 or 2 for the previous question, what particularly attracts you in the design of these headphones? (e.g.: Simplicity, Colour, Shape)

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20) Which is your preferable advert from the ones given to you? Briefly explain why do you prefer this particular advert and what do you find special about it?

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21) Do you prefer TV adverts of the same company/brand or magazine adverts? (Briefly explain the reasons why you prefer a particular type of advert)

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22) How does it encourage you to buy the product? (The one you chose for question 20)

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23) Which advert did you find the least useful? Why?

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24) How would you improve it?

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Дата добавления: 2015-07-26