Key Concept Exercise
Using the internet for marketing research
Whilst survey sources, such as those carried out by academic researchers and government departments, provide data that have been collected and analysed in the past, the internet has released the potential for researchers to gather a vast amount of secondary data quickly and efficiently.
In this assignment, you will assume the role of a junior marketing executive overseeing an international marketing research project. You will conduct your research through the internet to determine and explore the target market, and recommend the most appropriate sampling techniques for collecting data from it.
To prepare for assignment:
- Read the Required Learning Resources (please find attached file and below references) .
- Assume you are a junior marketing executive for a large multinational telecommunications company based in the United States, and you have been given an account to develop in Sub-Saharan Africa. The CEO of the company wants you to undertake market research to determine the likelihood of success for his company if it launches a new smartphone in this region. You have been given a limited budget, and the CEO wants a report on the market within 6 weeks.
To complete this assignment:
in an approximately 500-word response, address the following issues/questions:
- How will you use the internet to conduct your research?
- How will you determine the target market?
- How will you access the target market?
- What sampling techniques could you employ in order to gather data from this target market?
Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.
References
Wilson, A.M. (2011) Marketing research: an integrated approach. 3rd ed. [Electronic Book]. Harlow: Financial Times/Prentice Hall.
- Chapter 8, 'Sampling methods' (pp. 180-203)
Attachment:- UKL1_KMGT_714_Week04_KeyConceptOverview.pdf