Marketing Research Report: Customer Preferences for Mobile Phones

This report delves into the realm of marketing research, specifically focusing on understanding customer preferences concerning mobile phones. It examines the significance of brand names and the impact of various features on consumer choices. The report advocates for the use of open-ended survey questions to gather in-depth insights from the target audience, allowing for a more nuanced understanding of their perspectives. It proposes a series of eight open-ended questions designed to gauge the importance of branding, the appeal of specific features, and the overall satisfaction with current mobile phone offerings. The report concludes by emphasizing the value of qualitative research methods, particularly open-ended questions, in eliciting detailed and comprehensive information about consumer behavior. The report is a valuable resource for anyone studying marketing research, providing insights into survey design and the importance of understanding customer needs in the mobile phone market.

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student:
Name of the University:
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1MARKETING RESEARCH
Table of Contents
Introduction................................................................................................................................2
Choice of Survey........................................................................................................................2
List of Questions........................................................................................................................2
Conclusion..................................................................................................................................3
Bibliography...............................................................................................................................4

2MARKETING RESEARCH
Introduction
The particular paper is about the marketing research philosophy of understanding the
benefits of the brand name as well as the feature of mobile phones. In this connection, the
given paper focuses on investigating the type of questions that can be used to survey the
nature and preference of the market regarding the same. The paper further suggests the
different questions that would be asked in order to achieve the further details about the main
topic of the paper.
Choice of Survey
In connection with the response to be taken from the customers who are interested in
the mobile phone purchase, the study tends to suggest that the form of open-ended questions
would be the best one to gain the required information from the targeted respondents. This
statement can be justified by saying that open-ended questions are the ones that let the
observer analyze the things according to the view prospect of the customers. This is because
the open-ended questions allow to gain feedback in the word structure of the respondents and
work best in researching data with a smaller population group (Flick 2018). The questions in
the open-ended form of survey do not remain bound to an answer of Yes or No or even
multiple choice questions. Instead, a genuine viewpoint of the sample size of the targeted
population of respondents is received. In this connection, the given report tends to undermine
the different questions that can be surveyed regarding the queries of the importance of the
branding and the features of the mobile phones.

3MARKETING RESEARCH
List of Questions
Depending on the requirement of the research of mobile phones concerning the survey
concerning open-ended questions, the study tends to suggest the following eight questions
that would fulfil the requirement of the research.
 Does the brand name of the mobile phones does attracts you? Why?
 Why do you think it is necessary for the different mobile phone companies to give
themselves a brand name?
 Why not mobile phones be sold as one simple gadget named mobile phones, instead
of differentiating it with different brand names?
 Do the features of the mobile phone attracts you to purchase the same? Why?
 What are the features that are most important for you? Why?
 Are the current mobile companies able to fulfil your need of features you look in the
same for? How?
 Do the features of the mobile phone attract your wish to purchase the same? If so,
Why?
 On what scale are the brand name and features of the mobile phones important to
you? Why?
Conclusion
Hence, to bring to an end, the report critically tends to state that the above mentioned
questions can generate an idea about the choice and preference of the customers about the
necessity of branding and features of the mobile phone. In this connection, the report
critically concludes the fact that the qualitative method of open-ended questions is the best
form of research questions in order to get a piece of detailed information about a topic.

4MARKETING RESEARCH
Bibliography
Couper, M.P., Antoun, C. and Mavletova, A., 2017. Mobile web surveys. Total survey error
in practice, pp.133-154.
Flick, U., 2018. An introduction to qualitative research. Sage Publications Limited.
Gibbs, G.R., 2018. Analyzing qualitative data (Vol. 6). Sage.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Nykänen, J., Tuunainen, V., Piispanen, J. and Tuunanen, T., 2015. Social influences in
consumers’ mobile phone switching behaviour.
Rahman, M., Ismail, Y., Albaity, M. and Isa, C.R., 2017. Brands and Competing Factors in
Purchasing Hand Phones in the Malaysian Market. The Journal of Asian Finance, Economics
and Business (JAFEB), 4(2), pp.75-80.
Yilmaz, O., 2016. E-Learning: Students Input for Using Mobile Devices in Science
Instructional Settings. Journal of Education and Learning, 5(3), pp.182-192.