...Assignment 2 – Philosophy of Science Sofia Ellmén, 072270 QRM, 23019 Instructor: Veronica Liljander Individual assignment 2 HT 2011 The aim of marketing research is to conduct empirical studies, which generate theory through the findings that the researcher makes in his or her study. In marketing research the object of research is usually concerned with consumer behavior and other social matters. When conducting academic research, one must not only be familiar with the appropriate theoretical framework to use, but also know which methods are suitable for conducting that particular study. Theory and methodology cannot be separated from each other, but should be seen instead as a whole. Depending on the theoretical framework you also commit yourself into using specific tools in the empirical research you aim to do. In other words, your world view directs what methodology you can and should use in your empirical work (Desphande,1983). The different world views are in this case broadly classified as research philosophy and when discussing different research stances one can take, we are talking about research paradigms. The three assigned articles by Desphande(1983), Brand(2009) and Tadajewski(2004) discuss the various research paradigms and how they can and should be contrasted to one another in order to form a more functional whole. In the first article by Desphande, a definition for paradigms by Thomas Kuhn is offered. Paradigms are described as a guide for...
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...The feasibility for SONY to develop low-end versions of its video games in UK market from the perspective of marketing 2.0 Aims and objectives: 1. Obtain a preliminary understanding of the target market environment of SONY (1) Understand the basic development conditions of the UK game market. Is it a mature market or an emerging one? (2) Understand SONY's main products in the UK game market. Is there a market for lower-end video game products of SONY? (3) Understand the sales of SONY’s video game in 2013 in the UK. Is it impressive in the industry today? (4) Understand the conditions of main contenders of SONY. Compare the sales between SONY and its main competitors in 2013. (5) Understand the market share of the low-end video games developed by SONY in the UK. Is there a market for it? What kind of consumers prefer to buy such products? 2. Analyze the establishment of a viable product marketing mix of SONY in the low-end market from the perspective of 4P marketing theory. Price (1) What is the consumer expected price (2) What pricing strategy is appropriate for SONY (3) Estimate whether the product can bring profit Product (1) How to position a suitable product to meet market demand (2) How to increase the competitiveness of the products with an outstanding product concept. Place and promotion (1) How to select ideal sales locations to boost sales (2) What promotional tools would be appropriate? Through the answers to the first part of questions, it can be known...
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...ANALYZING INTENT Name: Institution: Analyzing Intent Qualitative research: Strategic responses to institutional processes Problem statement The study evaluates whether it is possible to apply the convergent views of institutional and resource dependence to predicting the strategic responses for institutional processes. Purpose or goal statement The purpose of the article is to identify the various strategic responses that organizations can apply in light of increased institutional pressures towards conformity and to develop a preliminary conceptual framework that can predict the emergence of alternative strategies (Oliver, 2009). Research questions 1. Which factors influence organizational strategy in response to the institutional processes? 2. What is the degree of organizational conformity or resistance to institutional pressure? 3. Is there convergence in institutional and resource dependence insights to institutional process? Research hypothesis Organizational theory is able to accommodate interest-seeking and other pertinent and active organizational behavior where the institution’s response to organizational pressures and expectations are not presumed as almost passive and conforming across all organizational conditions. Key variables 1. Institutional factors or framework 2. Resource factors How they are operationally defined The...
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...Introduction… Pg 3 Evaluation of Research as Quantitative… Pg 4 Evaluation of the Methodology… Pg 5 Explanation on how the researcher used this method… Pg 6 Comments on the contribution of the research… Pg 7 Conclusion… Pg 7 References… Pg 8 Introduction “Friction between Public Relations( PR) and advertising( marketing) comes from bad organizational alignment,” says Scott( Anonymous 66:3). This quote shows us there are many discrepancies between both fields. This quantitative study was conducted by Miss Margalit Toledano, from the “Management Communication Department” of The University of Waikato, New Zealand. By using questions compiled in the form of a survey, 39 New Zealand practitioners were tested. The research problem, questioned the influence of inter-profession challenges, by examining the differences between the PR and advertising industries (Toledano 230). This research problem is significant, because the results of the study showed that PR practitioners were not able to take advantage of the technology, such as social media, in an effort to leverage their professional status or improve their position within the company. This problem is made worse, through the reality that both PR and advertising are still looking for ways to benefit from social media, and both industries are still in the infancy stage of using social media. This research is important because “Social media promises...
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...SECONDARY RESEARCH Secondary research is also known as desk research and it consist the data which has already been produce it can be quantitative, qualitative or historical also it can be seen as internal data and as well as external data. Secondary research is the process which involves collecting data it may be originator or distributor of primary research, secondary sources include documents, letter, diaries, autobiographies and referencing other forms of research and quotes. KFC they are able to save money and time through having enough employees who are able to do most on the work which saves time as well as money because they will serve more customers in a short period of time. KFC are able to get information and access information...
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...|RESEARCH PROPOSAL | |On | |CLOUD COMPUTING AND SECUTITY | |Submitted | |for Ph.D. Approval | | | | | |By Mr. MBANZABUGABO Jean Baptiste(BE,MSSE,MCA) | TABLE OF CONTENTS ABSTRACT..................................................................................................3 1. INTRODUCTION........................................................................................4 1. GENERAL OBJECTIVE OF THE STUDY.................................................................................................. 5 2. SPECIFIC OBJECTIVES .......................................................................5 2. LITERATURE REVIEW ...........................................................................6 3. METHODOLOGY...
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...Denmark. The investigation conducted on this subject will touch the following points: brand awareness, characteristics of buying process in Danish market, the role of brand heritage for Danish consumer and the retail position and influences for the customer. 2 The writers will use in the following paper a deductive approach, using different theories explained further in the Methodology Chapter. Using the data collected through interviews and observation studies, we will define the findings and conclusion for the problem formulation. This paper contributes to a better understanding of brand awareness and gives a theoretical framework consisting of definition and qualitative investigation of the Danish consumer. The investigation conducted analysis also the buying process of Danish consumer and the retail environment. The research is using both qualitative and qualitative data collection and it focuses mainly in analysing the brand awareness and how this could be increased in the Danish market. Further investigation is necessary for defining the complete steps for creating and revitalize the brand Vidal Sassoon. This research is useful, as a prior step in creating a different marketing strategy that will help the brand Vidal Sassoon to become a strong competitor in the hair care products, among its competitors such as Remington, BaByliss or OBH Nordica. Introduction Vidal Sassoon is an iconic figure of British hairdressing. He is credited with transforming the...
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...Cross-Culture Psychology Paper Character made of individual characteristics as well as different personal traits; culture has a unique set of behaviors, symbols, and attitudes that are held by a group of certain individuals and is usually passed down from generation to generation. (Feist & Feist, 2006; Shiraevv& Levy, 2010) Cultures are more than a group made up of individuals who are simply different from another group. Culture is made of up many things; the subsidiary individuals, genetically transmitted traits, language, tradition, religion, food, clothing, tattoos, and so much more. Martin-Santana and Beerli-Palacio (2008) proposed an advertising campaign that included cyclical effect on culture; such as reinforcing cultural norms. The problem with this was there was no base to it; not religion or society. All it contained was the cultural background: Eastern, Western, African, and so on but culture is not that simple to show in a commercial. The study of Cross- Culture is explained “…the critical and comparative study of cultural effects on human psychology.” (Shiraevv & Levy 2010, pg. 2) With most definitions this can be seen as non-specific and vague. Cross- Cultural psychology is concern is in the comparison of two or more cultures by critical evaluation on a psychological view- point. The comparison can include the connection between social norms and behavior, how human activity may be influences by culture, and interrelated effects of socio- cultural forces...
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...------------------------------------------------- ‘‘A comparative analysis on the marketing strategies of Samsung for Android and of Apple for iOS in UK market and their customer response’’ Table of Contents 1 Introduction 2 1.2 Research aims 2 1.3 Research objectives 3 2. Literature review 3 2.1 Introduction 3 2.2 Mobile phone operating system 3 2.3 Global introduction of smartphone 3 2.4 Various operating systems 4 2.5 Overview of the android’s framework 4 2.6 Overview of iOS and it marketing strategy 4 2.7 Comparative analysis of the two 5 3. Research methodology 6 3.1 Methodology 6 3.1 Type of investigation 6 3.2 Data collection method 6 3.3 Sampling method 7 3.4 Accessibility issues 7 3.5 Ethical issues 7 3.6 Timetable 8 4 Anticipated findings 9 5. Conclusions 9 References 10 1 Introduction Various companies use different types of marketing techniques over the few decades. To get competitive advantage over the competitors, developed variations of marketing techniques are quieting helpful to the companies. This is referred as market innovation (Verlog, 2007). Companies have to face with different factors in this modern world of business. New legislations developed marketing tools and corporate social responsibilities are among the newer one. Business has to deal with two basic demands which are to earn profit and to maintain a sustain profit ( Verlog, 2007). Though there are many developed application software were used in past by several cell...
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...small mid-european city Varazdin, which is located in the north west of Croatia. SWOT analysis identifies internal and external factors which are prioritized by expert in tourism domain by means of AHP. The prioritized SWOT factors are used in strategies formulation using TOWS matrix. Results indicate that proactive communication strategy and isolation strategy with effective marketing promotional strategy were the best strategies that could have been implemented. Keywords – SWOT, AHP, strategy formulation. cases in the strategic management process. One of them is the SWOT analysis. This article explains the SWOT analysis, provides the theoretical background and an overview of the application of the SWOT analysis. As some authors have identified weaknesses of the SWOT, analysis is combined with a method for multi-criteria decision analytic hierarchy process (AHP) in order to avoid these disadvantages. Therefore, in the second part of the paper AHP method and SWOT AHP hybrid method are described. Following the basic steps method, SWOT AHP is applied to the example of the city of Varazdin strategic marketing plan definition. 2. SWOT analysis SWOT is an acronym of strength, weakness, opportunities and threats. The first two factors (strengths and weaknesses) are related to internal organizational factors, while opportunities and threats cover a wider context or environment in which the entity operates [4]. The first are likely to be under control of the organization but the latter...
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...1 CHAPTER 2 The Marketing Research Process: 11 Processes ü ü ü ü ü ü ü ü ü ü Establishing the need for marketing research Define the problem Establishing research objectives Determine research design Identify information types and sources Determine methods of accessing data Design data collection forms Collect data Analyze data Prepare and present the final research report Differences between managers and researchers ü ü Custom marketing research should begin with a thorough problem definition. Managers’ and researchers’ backgrounds differ markedly. Area of difference Organizational Position Responsibility Training Disposition toward knowledge Research motivation Line To make profit General decision making Wants answers to questions To make symptoms disappear ü ü Despite their difference, managers and researchers must develop a working relationship. The manager and researcher should develop a partnership. To find the truth Managers Staff To generate information Technique applications Wants to ask questions Researchers Research brief A research brief is a document prepared by an organisation commissioning research. Typically it contains the following sections: 2 ü ü ü ü ü ü ü Background Rationale Budget Timescale Objectives Methods Reports Hague (2004) suggest using a series of questions as a framework in order to make sure a through brief. ü ü ü ü ü ü ü ü ü These are: Why do this research? What action will be taken when the research is completed? What...
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...Chapter 3 Research Design Introduction In this chapter you will learn about: • • • • • The building blocks of intelligence – which includes secondary as well as primary data. The applications for qualitative and quantitative research. How to match the research design to the research method. Things to look out for when choosing a quantitative research method. How a company used a range of different research designs to launch and track the success of a new product. Sources of market intelligence – secondary and primary data Every day companies make decisions without market research. In fact, the number of business decisions that are underpinned by formal market research is probably very small. This is not necessarily the result of cavalier management, taking decisions without due care and attention; it is most likely because the investment in market research is not judged to be necessary. There are four sources that management can turn to for intelligence that will help their business decisions. Before spending time and money on market research, managers will scan the quality of infor39 mation that sits underneath their noses in the company. This could be factual (such as sales figures, number of enquiries, lists of prospective customers etc) or it could be opinion (such as the views of the sales force). If these sources are considered reliable, there will be no need to look externally for the data. The internal sources could be considered suspect because they are biased...
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...success of innovation activities. 3- Transforming ideas to novel products, processes and services Effectively transforming ideas to commercially useful applications is not easy, and many innovations fail in this stage of the process. 4- Scaling value creation CEOs can realize value from innovations when they scale to successfully help to create significant revenues or generate substantial savings. Process vs Product innovation Product innovations are embodied in the outputs of an organization—its goods or services. For example, Honda's development of a new hybrid electric vehicle is a product innovation. Process innovations are innovations in the way an organization conducts its business, such as in the techniques of producing or marketing goods or services. Process innovations are often oriented toward improving the effectiveness or efficiency of production by, for example, reducing defect rates or increasing the quantity that may be produced in a given time. For example, a process innovation at a biotechnology firm might entail developing a genetic algorithm that can quickly search a set of disease-related genes to identify a target for therapeutic intervention. In this instance, the process innovation (the genetic algorithm) can speed up the firm's ability to develop a product innovation (a new therapeutic drug). Globalization on innovation he increasing importance of innovation is due in part to the globalization of markets....
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...characteristics of hospitality operations Nature of hospitality products and services: product and service areas eg food and beverages, rooms division, conference and banqueting; tangible and intangible elements; perishability; marketing and sales; plant; equipment; supplies and commodities Patterns of demand: patterns eg opening hours, seasonality, time of day/week, sociological influences, healthy eating and drinking patterns, food and fashion trends, accommodation trends, cultural, regional and ethnic influences, pricing and economic factors, elasticity of demand Customer profile: characteristics eg spending power, types of hospitality business, menu/accommodation range, pricing considerations, expectations and requirements, the meal experience Management issues: issues eg integrated planning and resourcing, business and operational plans, staffing, finance, decision-making (gathering information and data, analysing and evaluating data, reaching decisions, forecasting), operating procedures and systems, control systems, technical and procedural standards, service standards, quality systems, team working and team leading, scheduling, training LO2 Understand product development within hospitality environments Stages in product development: stages to include market research, market segmentation, idea evaluation, concept development, product development, advertising objectives eg persuade, create desire, create awareness, sell, increase market share, develop brand loyalty, customer awareness...
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...Product Lifecycle: Business analysis that attempts to identify a set of common stages in the life of commercial products Portfolio Analysis: Process of comparing the contents of the portfolio to see which products or services are the most promising and deserve further investment, and which should be discontinued BCG: * Model for managing product lines. * It displays the various products on a graph based on market growth rate vs. market share relative to its main competitor. * Resources are then allocated according to where they are situated in the grid. * Cash cow: A product that has a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units * Star: A product that has a large market share in a fast growing industry. Stars might generate cash, but because the market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow when its industry matures * Question mark: A product that has a small market share in a high growth market. These business units require resources to grow market share, but they will succeed and become stars is unknown * Dog: A product that has a small market share in a mature industry. A dog might not require substantial cash, but it ties up capital that could be better used elsewhere. Unless a dog has a strategic purpose, it should be liquidated if there...
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