Free Sample: Marketing Research Paper paper example for writing essay

Marketing Research Paper - Essay Example

Verbal Model The potential consumer has the necessity of lamentation and looks for the available alternatives, becomes aware of the fast food restaurants. The subject evaluates the different restaurant alternatives in terms of the variables: quality, price, speed, variety, location, etc. Of the products and services offered and compare them with his punctual needs. Based on this evaluation and depending on the importance of this radical decision variables will form a degree of preference for the restaurant. If this preference is strong enough, the customer will eat at that restaurant.

Research Questions Component 1 Is the established market share in this study related with the determined in the exploratory secondary data research? 5 What variables impact significantly the market share of the restaurants? Explore the potential of the market and with what variables could be related. Component 2 With what could be this market frequency of use movement related? What variables impact the restaurant’s frequency of use of the restaurants? Has any relationship tit healthy food consumption concerns? Explore the consumers that show indecision, with what is related?

Component 3 Is there any significant difference between the demographic and cryptographic characteristics of the consumers and the restaurant chain they use frequently? What is the difference between the regular customer of Wend’s, the one from the competitors and the one that’s have concern about consumption of healthy food. Has any impact on the frequency of use? Component 4 Do perceptions vary depending on other variables that healthy concern? Component Do the healthy food concerns impact in the marker share? Does the quality evaluation of the restaurant be related with healthy food concerns?

Do the healthy food concerns impact and the restaurant’s growth/shrink? 6 Hypothesis The marker share of the fast food restaurant industry is very similar of the one obtained from the exploratory secondary data study. The relative positions in the ranking are similar. Component 2 The more often/less often frequency of patronage is related with the perception of variety of the menus, product innovation, healthy concerns and quality. Component 3 The consumers’ characteristics that tend to have concerns about more healthy foods would different from the one how not, especially in order to age, income, education, employment and family group.

Component 4 Consumers differentiate the restaurant chains in relation to quality of the brand and the healthy variable could be significant for the election of the restaurant and could cause a change of brand. Component 5 Although the impact of eating healthy food is a crescent issue, at this moment the impact should bounded to a specific targeted customers. 7 Specification of information needed This is the market share according to the perception of the customers; therefore we deed preferences of eaten food from a list of the most important fast food restaurants within grades of usage.

As secondary data we need the ranking of fast food restaurants. Component 2 We need to know with this same list of restaurants to ask the change in the frequency of use in a period of time. Component 3 The consumers’ cryptographic and demographic profiles and their healthy food concerns. Component 4 The consumers’ perceptions related with different variables of decision for choosing a restaurant in particular and the concerns in the consumption of healthy food. Component 5

Know healthy food concerns of the customers, estimation of the market share, frequency of use/consumption, evaluation of quality, estimation of grow/shrink of each restaurant. 3. – Research Design a. – Information needs There has to be collection of specific information for studying customer demographics and awareness of different competing fast-food chains including Wendy ‘s; the satisfaction responses of consumers in terms of 8 family orientation, perceived quality, healthy foods concerns and the patronage preferences of customers in terms of amount and frequency of visits. B. – Data Collection of Primary Sources

The primary source to gather the information has to be a descriptive survey method with written structured direct questionnaire with fixed-alternative questions that will require the respondent to select from a predetermined set of responses. The survey will be administered with personal in-home interviews that will allow flexibility in the design and diversity of questions. There won’t be monetary stimuli. C. – Measurement and scaling techniques To develop the survey there will be a noncompetitive scaling technique with itemized rating scale with Liker scales and semantic differential scales with some reverse score questions.

The construction of the scales will be structured with different number of scale categories, with balanced scales for the favorable and unfavorable categories, odd number of categories, in some cases will use enforced answers like “prefer not to answer” or “n/a”, for the nature and degree of verbal description the survey will use of verbal and numerical scale categories, finally the physical form will be with horizontal, categories with boxes and units with positive numerical values. When asking preference statements multi-item scales will be used. For some question we will use ordinal scales for measuring demographic questions or example. . – Questionnaire develop and protesting The questionnaire will gather all the information needed defined in the Approach to the Problem. The interviewed method will be made in person, which means face to face with the respondents. A professional external firm will do the fieldwork. The amount of questions will be no more than 25 questions to be answered in no more than one hour. The questions will be structured, with multiple-choice, dichotomous and scales options. For protesting, the questionnaire will be tested with employees of Wend’s and a test sample of potential consumers. . – Sampling techniques The elements of the Target Population are adult males of females as Elements, the Sampling units are households, the extent is the US continental territory and the time is the year 2008. As it is important to have the information of the households with a large territory, area cluster sampling technique with a two-stage sampling will be used. The sample size will be in the typical ranges between 1. 000 and 2. 500. For this case we will point a size of 1. 500. An alternative technique is to use only cluster sampling also with two-stage sampling. . – Data plan analysis For analyzing the results, a data preparation process will be used. That includes the questionnaire checking, editing and reviewing the questionnaire, coding the responses, transcribing the data obtained, data cleaning for the consistency checks and treatment of missing responses, statistically adjustment of data and selecting the data analysis strategy. For this last stage we will use a wide range of statistical techniques as: Frequency Distribution, Cross Tabulation, Hypothesis Testing, One-way Nova and Correlation and Regression.

The election will be related with the variables involved, and if we are looking for percentages or mean or statistical relevance or high level of correlation between variables. 4. – Data Analysis The data that we are going for the statistical analysis comes from the survey conducted by Wendy ‘s (Malaria, 2010, p. 814-820). We are going to use several statistical techniques for the approaches and the use of the IAMB SPAS software to make the analysis. A. – Methodology Through every of the 5 Marketing Research Problem Components we will try to prove or reject their related Hypothesis.

The statistical techniques that we are going to use re Frequency Distribution to analyze percentages and relative rankings and positions, Cross Tabulations when we need to study relation between variables, amounts, percentages and significance of the relations, One-way Nova when we are looking for 10 statistical significance of the influence of the independent in the dependent ones, Regression to evaluate if there is a significant statistical correlation between those variables, to find which of the several independent variables can explain variations in the dependent variables and, finally Hypothesis Testing to prove our hypothesis. . – Plan of Data Analysis As we mention in the methodology, the plan is to analyze the 5 Components of the Marketing Research Problem and test their related Hypothesis with different statistical technique; we will record the results in several schematics sheets (see appendix C) each of the applied static including: number of the marketing research problem component, method of the selected technique, assumptions, input parameters, sequence of commands, produce outputs, summary of the results, change or the adjustments needed and comments. . – Results from the Data Analysis Remember that we are resolving the MR.: “Determine the consumers’ preferences ND purchase intentions for a new Healthy Menu line to be introduced in Wendy ‘s restaurants”. For that we have defined 5 components of this MR.. Component 1: What is the market share of the Fast Food Restaurant Industry? The Hypothesis is that the market share determined with the analysis is similar of the one obtained in the exploratory secondary data study.

For this we are going to use Frequency Distribution analysis to tabulate the variable AAA “when the last time that the customers went to each restaurant was” considering only the customers within the past 4 week of less, the other ones seem to be too far (more than 4 week to 3 months or more than 3 months ago). 11 Chart 5. 1 Percent of visiting restaurants within the past 4 weeks 278% McDonald’s Subway Wend’s Burger King Arab’s Note: From IBM SPAS Frequencies analysis with Wend’s case Data Base, Malaria 2010 If we see Chart 5. And compare this results with the estimated market share (see Appendix B), we find that the results are very close. The only one that is changed is the relative position of Wend’s and Burger King, but it is not significant because they are very close in the market share analysis occupying practically both of them he third place. Then we can say that the Hypothesis is correct; the relative position in system wide sales of the restaurants is very close to the frequency of use from the customers.

Component 2: Is the restaurant consumers’ visits movement in the last year (more or less often) related with health concerns? The hypothesis here is that health concerns are affecting the variation of the visits to the restaurants, and then will use Hypothesis Testing, with the null hypothesis that health concerns don ‘t affect the variability of the visits to the restaurants in the last year. 2 To analyze this hypothesis we will use first the Cross Tabulation technique.

The independent variables will be health concerns (quo_1, quo_2, quo_3, quo_4, quo_5, quo_6 and quo_7) and the dependent ones will be the more or less often customers visit the restaurants (sq_1, sq_7, sq_26, sq_36 and sq_39). As can see in Table 5. 1, in the case of Arab’s and Wend’s there is no relation between the more or less often customers visit their restaurants and the 7 Health considerations. In the case of Burger King there is a strong relation of the customers that disagree with health reoccupation’s and visiting less their restaurant.

Free Sample: Marketing Research Paper paper example for writing essay

Marketing Research Paper - Essay Example

The battle is on between Nikkei and Ideas since both companies are the two largest widespread sports apparel manufactures in the world. Statistics show Nikkei having the upper hand and governs the sports market around the world except in Europe in sales and sponsorships. Nikkei owns the Jordan Brand, Umber, Hurley, Converse and Cole Han; whereas, Ideas owns Rebook, Taylor Made Golf Company and Rockford.

Nikkei is contracting more than seven-hundred shops all over the world and has offices located in forty-six countries including the United States; however, most of its manufacturing companies are located within Asia. Each company is obligated to have a motto to facilitate customers with what the company’s purpose is and to abet positive recognition to the company’s brand; therefore, Nines trademarks are the popular Swoosh logo and “Just Do It. In contrast, Ideas proudly developed their motto to be “Is All In” which has facilitated them to compete with Nikkei and the other brands each day. Their stunning, trendy trademark logo is a three parallel stripe design. Ideas is a German sporting apparel manufacturer founded in 1948; Rutherford, is most popular in Europe and second in the world behind Nikkei. The company’s yearly fiscal revenue is close to $14 billion United States dollars. Ideas manufactures many types of shoes ranging from baseball, basketball, football, motorists, outdoor, rugby, running, skate, and soccer.

Just like any sport, the business companies compete each day for the top position on the podium rankings. Each company has to work with their suppliers to aid to their costumers satisfaction and gain new business each day. In the marketing plan tactics, each company has to evolve their own mission statement; therefore, Nikkei has developed one of the most inspiring mission statements to the customers across the world; which happens to be “to bring inspiration and innovation to every athlete in the world.

If you have a body you are an athlete. ” This mission is simple; yet, it gives their goals and objective to inspire people, not Just athletes. On the other hand, Ideas mission statement in summary is more rounded as they “strive to create the best and most productive workplace in the world by creating a working environment that stimulates team spirit ND passion, engagement and achievement instilling a performance culture, based upon strong leadership, setting the ground for winners.

Fostering an understanding of social and environmental responsibility for the world in which we live; for the rights of all individuals and for the laws and customs of the countries in which we operate providing a secure working environment and they are committed to their company and their customer’s wants and needs. ” Ideas is one of those companies that have completed this task as it prepares to fight against Nikkei to become the number one company in the market for footwear and sports apparel. With Nikkei and Ideas being in the same market they have similar demands they have to focus on such as competition, technology and the economy.

Nikkei basketball shoes are known to create the best shoes for athletes to compete at top performance due to their sheer design. One of the most popular Nikkei shoe’s line is the Nikkei Hyperlink, which is a shoe that most basketball players feel most comfortable wearing. According to reliable reviews, this shoe is regarded to be the lightest basketball shoes that Nikkei has made. Weight is an important factor for basketball shoes since basketball is a giggly strenuous sport that includes not only running but also Jumping.

It is important that the shoes, like the Nikkei Hyperlink, are light so that it won’t encumber the running speed and the Jumping ability of the player. Lebanon James, Kevin Duran, and Kobo Bryant all wear a special addition of the Nikkei Hyperlinks. Another Nikkei creation that has captivated a lot of basketball players is the Nikkei Air Jordan EX.. Aside from carrying the name of the legendary Michael Jordan, the unsurpassed feature about these shoes is it boasts of a very intricate design that complements its performance. Nikkei has used its finest fabled superstars to expedite the marketing aspects of each manufacture apparel Nikkei has produced.

When customers want to purchase Nikkei apparel or Nikkei Basketball shoes, the first method is to visit a Nikkei outlet and purchase it directly. This is a fast, more reliable and cost- effective way of buying a Nikkei shoe. Apart from the first method, secondly, customers are capable of buying the merchandise online; which is also known as e- shopping. Many companies promote their commodities on the Internet by having pop-up ads, banner ads, and properly video ads; nevertheless, you can find many besides offering Nikkei basketball shoes on the Internet.

These websites are called e- shops which generally focus a specific area of the market. Different e-shops have a different range of Nikkei basketball shoes, moreover the price, model, availability, and service quality usually varies from store to store. Ideas basketball shoes have been noted on its cushioned feel. This feature has been proven to be felt as soon as you put them on and when the performer is running. The inside of the basketball shoes are also extremely padded with material that is breathable and allows your foot to cool down when you are using them.

The main material that’s used is called synthetic leather which is known as one of the softest, most comfortable and durable materials available for basketball. Research says that the ankle fit of the shoe is noted as prodigious and many people have verified that it is accurate to size. Ideas basketball shoes are pushing performance to the limit with more demand for on- court speed than ever before. Ideas has put a strong focus on creating lightweight, comfortable basketball shoes to meet the needs of those who rely on speed, quickness, and Jumping to succeed on the basketball court.

As a result, Ideas has created a quantity of lightweight performance basketball shoes. For instance, the Dizzier Crazy Light that weighs 9. 8 ounces which is the lightest basketball shoe to ever hit the shelves. Ideas industrialized many new technologies to ensure their new models are as light as possible; yet, still maintaining the support and durability of the basketball shoe. The key notion for Ideas basketball shoes is that they meet the needs of all types of basketball players which has helped them compete with the top brand like Nikkei.

Just like Nikkei, Ideas disseminates their apparel with the top aerographical public figure like Derrick Rose who wore the Dizzier Crazy Lights while playing for the Chicago Bulls. Ideas shoes can be found anywhere from in-store locations to on-line Internet access which has helped promote their merchandise, increase their sales, and gain awareness. Ideas and Nikkei both encounter the same demographic profile even though both companies have different market concepts and strategies. There is a division of age groups where the age utilization of footwear is more in the working men; whereas, the youth consumption is in the sports field.

Not only is the demographic profile related to the age ratio, it is converted into the educational group. Research has been proven that the educational field is divided into three groups, schooling, graduates, master degree, and lastly the PhD students. The expenditure of the footwear is more in the graduate students as compared to the other educational sections. The consumption level of income is divided into upper, middle, and lower class; however, both Nikkei and Ideas target each group for the market and sales to be sufficient for customer’s needs at each social class.

Both companies are competing for top level rankings for their arrive to be as efficient as possible to satisfy their customers wants and needs; therefore, the demographic profile is a key concept for the companies to target their stable customers and encourage improvement to those who are not fully committed to their product. As we know, Nikkei and Ideas are the global campaign for the best known brands on the sports market. Nikkei and Ideas target those who love sports but have a sheer difference in their concept, strategies, and what sports they target.