• Internal Code :
  • Subject Code : MKT202
  • University : Kaplan University
  • Subject Name : Market Research

Research proposal topic: Consumer brand preferences on mobile phones

Contents

Research aim 

Background 

Research objectives 

Research method 

Desk approach 

Qualitative research 

Quantitative survey 

Data collection methods 

Research analysis 

Timelines 

Gantt chart 

Confidentiality 

References 

Research aim

The objective of this research is to find out the consumer brand preference of mobiles phones. An increasing number of telecommunication networks and emerging brands in the market have generated an enormous state of competition (Ebrahim et al 2016). Consumers have high power to switch from one brand to another. Brand preference of mobile phones depends upon many factors such as age group, mobile usage, financial status and gender of the consumers (Kulshreshtha et al 2017). Mobile brand taken into consideration is One plus. It is a Chinese smartphone manufacturer which has successfully entered markets of various countries.

Background

This research proposal will take into account the research objectives over which the whole study is constructed. The following section of the study lays emphasis on research methodology. This section involves desk research. Qualitative research is performed in this study which encompasses Focus Group Discussions (FGDs) and depth interviews so as to frame the whole study. The quantitative survey is performed for the collection of data for this study. The following section is the research analysis section where data collected is analysed accordingly. A Gantt chart on the basis of research analysis is presented in the study. Concluding section of the study lays prominence of confidentiality of the respondents' involved in the collection of the data.

Research objectives

  1. To know about the consumer preference level and satisfaction associated with different mobile phones.

  2. To analyse what features does a consumer looks in mobile phone

  3. To determine what factors influence the decision-making of consumers in purchasing a mobile phone.

Research method

The research is being approached by an exploratory research design. This research design is used to address this research because the research involves collection of qualitative data. This research method is based on testing the hypothesis and deducing results. This research method encompasses statistical research, which is included in this study. Since the research also entails collection of quantitative data, the research will also follow descriptive approach.

Desk approach

In this research, interpretivism philosophy is used to outline the research. The motive behind using this research is that this study is majorly governed by the responses of the respondents of the data collection methods. It also involves integration of human interest in the study. It iterates around the preferences of consumers regarding mobile brand. 

 In this research, both primary and secondary data is used so as to frame the findings of the study. In thus research pragmatic approach is being followed. It involves using a method which is best suited for addressing a problem and constructing hypotheses. In this research, the freedom is up tothe researcher to type of approach to be used. It can be the deductive or inductive approach. The inductive approach usually involves using a certain set of experimentsand then inducing a set of theories or theory from them. In a deductive approach, a set hypothesis is or theory is provided and then a certain set of experiments are carried out and it is verified if the hypotheses fitted the considered problem or not and absolution is derived. Depending upon the method on which the data is analysed, the approach is generally, used. A pragmatic approach will be followed in this research.

Qualitative research

Qualitative research is basically involved with gathering data which is not quantifiable. It is basically exploratory research (Silverman 2016). It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem (Flick 2018). Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common approaches include focus groups, individual interviews, and observations. The sample size is typically small, and respondents are designated to fulfil a given allocation.The research is conducted by following the pragmatic approach by involving the method which best suits the research.Qualitative research is carried out by the best suited method as per the pragmatic approach so as to achieve complimentary ease in conducting the research. The target group of this study is consumers of the age group 18-35. This age group is selected because this age group seeks for more features in mobile phones. Students are a major portion of the consumers that are targeted for qualitative research. A qualitative survey was conducted where their references regarding mobile phone brands were analysed. This survey was conducted through paper-based mode. It was carried out in a selected university where randomly students were asked to participate in the survey. Group discussions were also held in institutes to obtain a clear understanding of views regarding the preferences of the mobile brand. An interview guide was constructed and tested through selected few groups of students falling within the age group. They were asked a structured set of questions to understand their point of view regarding the mobile phone brands and their preferences. The students taking part in the interview and were aware of the results of their responses and their consent was taken before conducting interviews. 

Quantitative survey

Quantitative research is based on realism approach. It operationalizes the ideas deduced from a particular approach (Brannen 2017). It undertakes an examination of the variables and defines the relationship between them and thus tests a hypothesis. In this research, the quantitative method will be taken into consideration for obtaining data in a quantifiable form. This research method is also conducted as per the pragmatic approach. The data collected by both quantitative and qualitative are analysed by laying equal emphasis over both, abiding by the pragmatic approach. Quantitative surveys are conducted in a particular locality.Candidates chosen for this survey are limited within the age group of 18-35. A structured questionnaire is provided to the participating contestants. It was a web-based survey. These questions involve data related to the number of times they switch to other mobile brands and what number of people own one plus mobile phones. 

Data collection methods

Data in this research is collected by a number of ways based on the type of research method, qualitative or quantitative. Data collection methods used in this research includes surveys and questionnaire which were paper-based and web-based using Google forms. Using Google forms, quantitative data is collected. Checklists area list of the structure of points which need to be evaluated. These are used in this research to mark the presence-absence criterion. For secondary data peer-reviewed journals and government reports will be used.  

Research analysis

In thus section prominence is laid over the process using which the data will be analysed. In this method,, the validation of the data is important so as to analyse the data. Data will be analysed by categorizing the data. Quantitative data will be analysed using software tools such as STRATA. Qualitative data will be analysed using the most common responses generated in the research. Most frequent responses will be considered as the average response of the respondents. 

Timelines

Gantt chart

image of a Gantt Chart

Confidentiality

During the collection of data confidentiality of the respondents will be maintained. Responses of the individuals will not be shared with anyone and will not be used for personal purpose. It will only be used for defining the research. It is imperative that the respondents are provided with the indemnity that their identities will not be revealed (Tourangeau 2018). This research will ensurethat the anonymity of the respondents is maintained. While the collection of the data, consent will be taken from all the respondents and they will be asked to sign a consent form before participating in the process.

References

Brannen, J., 2017. Mixing methods: Qualitative and quantitative research. London:Routledge.

Ebrahim, R., Ghoneim, A., Irani, Z. and Fan, Y., 2016. A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32,13-14 1230-1259.

Flick, U., 2018. An introduction to qualitative research. California:Sage.

Kulshreshtha, K., Tripathi, V. and Bajpai, N., 2017. Impact of brand cues on young consumers’ preference for mobile phones: a conjoint analysis and simulation modelling. Journal of Creative Communications, 12,3 205-222.

Silverman, D. ed., 2016. Qualitative research. California:Sage.

Tourangeau, R., 2018. Confidentiality, Privacy, and Anonymity. In The Palgrave Handbook of Survey Research, 501-507 London:Palgrave Macmillan.

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