A Research Proposal on Digicel T&T Launching the New iPhone X

This research proposal explores the viability of Digicel Trinidad & Tobago launching the new iPhone X. It outlines the background of Digicel in the Caribbean market, the competitive landscape with other mobile phone technologies, and the specific challenges of launching a high-priced product like the iPhone X in Trinidad & Tobago, considering the current economic climate. The proposal defines research aims to analyze market segmentation and customer demographics, and it poses key research questions related to the relationship between age, income, occupation, competitor pricing, and consumer demand for the iPhone X. Six hypotheses are formulated to test these relationships. The literature review touches upon existing studies, while the research methodology details the research design (descriptive and experimental), philosophy (positivism), approach (deductive), and methods (quantitative and qualitative) for data collection and analysis.

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RESEARCH PROPOSAL
“Should Digicel Trinidad & Tobago launch the new iPhone X?”

Should Digicel Trinidad and Tobago launch the new iPhone X?
CHAPTER ONE:
1. INTRODUCTION- in 60 words explain why this area is important to the general area under study
The launch of new iPhones in Trinidad and Tobago in the local Digicel shop as
compared to authorized iPhone stores would be a ripe idea and would be relevant
considering the fact that the local Digicel are the points of preference by the locals. It
is also significant to note that the income of the people of Trinidad and Tobago cannot
be used to model preference of the people to new iPhones.
Digicel a local mobile phone network provider wishes to launch the new iPhone
X to the Trinidad & Tobago market. Before any company launches a product it first
carries out market research in order to find out if the new product will work, make a
profit for the company and increase the companies' market share. This research
proposal is based on the deductive approach and the final research will attempt to test
the hypotheses. In order to decide how feasible it would be for Digicel to launch this
new product, this report will explore the approaches used for data collection and
interpretation of data using quantitative methods which can provide vital information to
help Digicel upper level management in their strategy decision making process.
1.1 BACKGROUND OF THE STUDY
Digicel has been serving businesses and consumers over the Caribbean and
Central America since 2001. A mere six (6) years in the Trinidad market, the company
has already established forty-three (43) outlets throughout the country. In today’s
extremely competitive environment, mobile phone technology is constantly evolving
especially the iPhone. In September 2017, Apple introduced the long awaited iPhone X
for the company’s 10th anniversary. This is the company’s most expensive product to
date which features an all-new design, facial recognition technology and other new
features.
In this new decade, mobile phones have become an essential part of a person’s
image and social identity. Digicel T&T competitor made an announcement to introduce
the new technology to the T&T market for Christmas 2017. Consumers can now search
online for the product’s features, compare prices and offers and buy offline. This
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Should Digicel Trinidad and Tobago launch the new iPhone X?
premium device ranges between US$999 to US$1149.00 and with other taxes can be
sold for approximately TTD $9,800 which bears a huge price tag.
As the price of the product is extremely high, it might not be affordable for most
of the people of Trinidad and Tobago as the country is currently experiencing an
economic downfall. However, there are the elites who still will be interested in
purchasing the phone. Even though people might prefer the lower versions of the
phone, demand for this higher priced latest version might be very limited.
1.2 RESEARCH AIMS
The aim of this study is to research and determine the viability of launching the
new iPhone X to the Trinidad and Tobago market. According to Kotler and Keller
(2012, p.98) “marketing research is the systematic problem analysis, model building
and fact finding for the purpose of improved decision making and control in the
marketing of goods and services”. The study will seek to analyze the market
segmentation and customer demographic by investigating market variables such as
geographic, demographic, psychographic and behavioural.
1.3 RESEARCH QUESTIONS
The following research questions are framed from the aims of the research
described above:
 Is there any significant relationship between the age, income and occupation of
the people of Trinidad and Tobago and the demand of the iPhone X in the
Trinidad and Tobago market?
 Is there any significant relationship between the price of the phones of the
competitor brands and demand for iPhone X in the Trinidad and Tobago market?
 What percentage of the market is interested in purchasing the new iPhone X?
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Should Digicel Trinidad and Tobago launch the new iPhone X?
 What proportion of people of Trinidad and Tobago are using the previous versions
of iPhone?
 What proportion of people of Trinidad and Tobago prefer to buy the iPhone X
from Digicel rather than from the authorized iPhone stores in Trinidad and
Tobago market?
1.4 RESEARCH HYPOTHESES
On the basis of the research questions, the following six hypothesis statements
can be developed.
Null Hypothesis 1 (H01): There is no significant relationship between age of the people
of Trinidad and Tobago and the demand of iPhones in the Trinidad and Tobago market.
Alternate Hypothesis 1 (HA1): There is a significant relationship between age of the
people of Trinidad and Tobago and the demand of iPhones in the Trinidad and Tobago
market.
Null Hypothesis 2 (H02): There is no significant relationship between the income of the
people of Trinidad and Tobago and the demand of iPhones in the Trinidad and Tobago
market.
Alternate Hypothesis (HA2): There is a significant relationship between the income of
the people of Trinidad and Tobago and the demand of iPhones in the Trinidad and
Tobago market.
Null Hypothesis 3 (H03): There is no significant relationship between the price of the
phones of the competitor brands and demand for iPhones in the Trinidad and Tobago
market.
Alternate Hypothesis (HA3): There is a significant relationship between the price of the
phones of the competitor brands and demand for iPhones in the Trinidad and Tobago
market.
Null Hypothesis 4 (H04): More than 50 percent of the people of Trinidad and Tobago
are using previous versions of iPhone.
Alternate Hypothesis (HA4): Less than 50 percent of the people of Trinidad and Tobago
are using previous versions of iPhone.
Null Hypothesis 5 (H05): More than 50 percent of the people of Trinidad and Tobago
prefer to buy iPhones from the local shop Digicel than authorized iPhone stores.
Alternate Hypothesis (HA5): Less than 50 percent of the people of Trinidad and Tobago
prefer to buy iPhones from the local shop Digicel than authorized iPhone stores.
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Should Digicel Trinidad and Tobago launch the new iPhone X?
Null Hypothesis 6 (H06): There is no significant relationship between the preference of
iPhone and occupation of people in Trinidad and Tobago.
Alternate Hypothesis (HA6): There is a significant relationship between the preference
of iPhone and occupation of people in Trinidad and Tobago.
CHAPTER TWO:
2. LITERATURE REVIEW
In 100 words. a. Expand the Lit Review. (cite Harvard)
b. Discuss several critical studies that have already been done in this area. c. point out why
these background studies are insufficient.
The launch of iPhone X in Trinidad and Tobago is a targeted move to lure people into
buying Apple accessories unlike it had been the case before in the country. The living
standards of the people in the country is average and in that view it is going to be a
challenge for the sale of the Apple phones more so iPhone X that is expensive and
considered luxurious. Apple should borrow knowledge from the Tecno Company that has
been doing well in the country basing on their relatively cheaper phones. Background
studies for the expansion of the market for iPhone X and Apple products reveal that Apple
have had no a good share of region in as far as product marketing and sales is
concerned( Cowart, Tammy and Wade, 2011).Background studies done by Forbes
International in 2016 reveal more about the trend in most regions of Trinidad and Tobago.
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Should Digicel Trinidad and Tobago launch the new iPhone X?
CHAPTER THREE:
3. RESEARCH METHODOLOGY
In this section which is mostly a roadmap to the outcome of the research,
provides details about the tools and techniques necessary to attain the objectives and
aims of the study. The figure 1 below provides a portrayal of this study’s research
methodology:
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Should Digicel Trinidad and Tobago launch the new iPhone X?
Figure 1: Research Methodology
3.1 RESEARCH DESIGN
The design of a research project is very important and is needed to facilitate the
smooth sailing of several research operations. According to Kothari (2004, p.31), “a
research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. In fact, the research design is the conceptual structure within which research
is conducted; it constitutes the blueprint for the collection, measurement and analysis of
data”. The framework for this research, Descriptive and Experimental design will be
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Research
Design
Descriptive
Experimental
Research
Philosophy
Positivism
Research
Approach
Deductive
Research
Method
Quantitative
Qualitative
Data
Collection
Primary- Questionnaires, Interviews, Observation and Surveys
Secondary- Journals, Articles, Newspapers, Libraries
Methods
of Data
Analysis
Descriptive Statistics
Hypothesis Testing
Regression Analysis
Chi-Square Test

Should Digicel Trinidad and Tobago launch the new iPhone X?
applied in the study. The rationale behind implementing Descriptive design is to find
answers to the research questions like what, when, where, who, how and why. (Ghauri
and Gronhaug, 2014). For example, in order for customers to purchase the new iPhone
X from Digicel, customers may be asked what their package preferences are. Whilst,
descriptive design answers the study’s structured questions, the experimental design is
the conceptual framework in which the researcher can test the hypothesis.
In the design phase of the research the researchers need to choose ANOVA for
determination and analysis of the data owing to the method’s ease of use. ANOVA
also helps remove with replication of information. The method also works out based on
randomness property.
3.2 RESEARCH PHILOSOPHY
According to Saunders, et al, (2007, p. 124), research philosophy “refers to a
system of beliefs and assumptions about the development of knowledge. Although this
sounds rather profound, it is precisely what you are doing when embarking on research:
developing knowledge in a particular field”. There are three branches of research
assumptions- epistemology (how can we know anything), ontology (what is real) and
axiology (values and ethics). Based on the assumptions, there are five types of research
philosophies- positivism, critical realism, interpretivism, postmodernism and
pragmatism (Saunders, et al, (2007). This research will implement the philosophy of
positivism where the transparency of the research will be ensured through scientific
methods, measurable and observable facts.
3.3 RESEARCH APPROACH
There are mainly two different types of research approaches/reasoning- deductive
and inductive. In context with the aim and objectives of this study, the deductive
approach will be implemented in the research. “Deductive reasoning occurs when the
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Should Digicel Trinidad and Tobago launch the new iPhone X?
conclusion is derived logically from a set of premises, the conclusion being true when
all the premises are true” ((Ketokivi and Mantere 2010 cited in Saunders, et al, (2007,
p.144). Following this research the author starts to work from a general level to a more
specific one, which can be referred to a ‘top-down’ approach seen in figure 2.
Figure 2: Research Approach sourced from
https://research-methodology.net/research-methodology/research-approach/deductive-approach-2/
In the above figure, the researcher can use deductive reasoning by collecting
information and data to either confirm or reject the study’s hypothesis.
3.4 RESEARCH METHOD
The most common methods used in a research to collect and analyze data are
through quantitative and qualitative techniques. This study will mix both techniques
achieve the end result. According to Zikmund et.al. (2013, p.134), “quantitative
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Should Digicel Trinidad and Tobago launch the new iPhone X?
business research can be defined as business research that addresses research objectives
through empirical assessments that involve numerical measurement and analysis
approaches. Qualitative research is more apt to stand on its own in the sense that it
requires less interpretation”. In other words, incorporating both techniques will help to
triangulate the data and samples collected through cross validation. For example, in this
study, questionnaires (quantitative) will be used to gather data and market statistics,
which can be backup with in depth selected interviews (qualitative).
Figure 3: Research Methods sourced from http://bgunde21.weebly.com/
3.5 DATA COLLECTION AND SAMPLING
In any research project, the data collection process is a major challenge. Possibly
it’s the only way to interact with the public to access their opinions. This research will
use primary and secondary methods to gather and retrieve information for the study.
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Should Digicel Trinidad and Tobago launch the new iPhone X?
By collecting these two types of data, the researcher can get a clearer picture of
Digicel’s competitors, along with finding answering to the study’s questions of the
target, market, marketing strategies and brand positioning. The information gathered
will also be useful to formulate a SWOT analysis.
Figure 4: Data collection Methods sourced from http://analysisproject.blogspot.com/2013/12/sources-of-
data-and-information.html
3.6 METHODS OF DATA ANALYSIS
After the collection of data, it has to be processed and analysed in accordance
with the study’s aims and objectives. “Technically speaking, processing implies editing,
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Should Digicel Trinidad and Tobago launch the new iPhone X?
coding, classification and tabulation of collected data so that they are amenable to
analysis” (Kothari 2004, p. 122). Statistical analysis plays an important part in any
research project. By performing various statistical methods in the study, a researcher
can use the interpreted results to make an informed conclusion (Siegel, 2012, p.3-15).
In this study, I would use Descriptive Statistics, Hypotheses Testing, Regression
Analysis and Chi-Square Test to analyze the data
Figure 4: Data collection Methods sourced from https://www.allerin.com/blog/5-big-data-statistical-
analysis-methods
3.6.1 DESCRIPTIVE ANALYSIS
Descriptive Statistics is most common for transforming the data, “in a way that
describes the basic characteristics such as central tendency, distribution, and
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