A Marketing Research Proposal: Influence of Fitness Apps on Users

This marketing research proposal explores the impact of fitness apps on user attitudes and behavior. It includes a literature review highlighting the motivational aspects of fitness apps, such as tracking progress and leaderboard systems, and their positive effects on users' mental health and behavior. The research objectives focus on understanding the purpose of fitness app usage, user satisfaction, and the extent to which these apps influence lifestyle changes and improve attitudes. The proposal also addresses ethical considerations regarding user privacy and data collection, outlines a detailed timeframe for the research process, and presents a comprehensive budget. The research aims to determine whether the positive impact of fitness apps aligns with users' personal fitness targets and app data, ultimately influencing their overall well-being.

Running Head: MARKETING RESEARCH PROPOSAL
Fitness Apps and How They Influence Attitudes and Behaviour
Name of the Student
Name of the University

1MARKETING RESEARCH PROPOSAL
Table of Contents
Introduction......................................................................................................................................2
Literature Review............................................................................................................................2
Research Objectives.........................................................................................................................3
Ethical Issues...................................................................................................................................3
Timeframe........................................................................................................................................4
Budget..............................................................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

2MARKETING RESEARCH PROPOSAL
Introduction
Fitness apps are new type of smartphone applications that are utilised by various users for
the purpose of tracking their fitness (Wu, Kankanhalli & Huang, 2015). These apps are
specifically designed to determine various details like steps walked, heartbeat, estimated weight
loss based on input of diet data and many other features (Yuan et al., 2015). These apps are much
popular among the fitness fanatics who are constantly trying to keep their bodies fit within
certain parameters like daily distance walked, diet intake, calories lost and others and also among
the obese people who are trying to lose weight.
The purpose of this report is to develop a proposal for the research whose focus will on
how the fitness apps influence the attitudes and behaviours of the users.
Literature Review
According to authors Lee and Cho (2017), maintaining fitness is like addiction to a large
number of people worldwide. The development of the fitness apps has provided them with
further boost as they are now able to keep track of their fitness data. Essentially, they are
motivated more to work out and determine if the workout sessions have produced satisfactory
results or not.
Authors Yoganathan and Kajanan (2014) said that the implementation of the leaderboard
system in the fitness apps also motivate the users to work out further to go ahead of their nearest
competitors. As a result, not only they are maintaining their fitness routines but they are
motivated to do more on a regular basis.

3MARKETING RESEARCH PROPOSAL
Authors Cho et al. (2015) said that all these factors are adding up to the fact that
accomplishing the fitness goals and verifying the same through the fitness apps give a huge
mental boost to the users. This mental boost helps to achieve even more and harder fitness goals
and also maintain a positive and healthy mindset. That in turn changes the behaviours and
attitudes of the users as they become more positive, gently responding and are less likely to
exhibit hostile behaviour.
Research Objectives
The main objectives of the research are as follows.
 To determine the purpose of use of the fitness apps
 To determine if the users are happy with the fitness apps
 To determine if the fitness apps actually affect the change in lifestyle and workout
schedule of the users
 To determine if the users’ attitudes are improved due to the use of fitness apps
Ethical Issues
During the research, some ethical issues are likely to arise to the nature of topic under
focus. The use of the fitness apps are personal choice and the most of the data that are required to
be studied are mostly personal data of the users. As a result, some users may deny providing data
for the purpose of the research citing privacy issues. These ethical issues need to be bypassed for
the research and uninterested users should not be considered in the sample size. There should
also be complete clarify of information to the users regarding the exact nature of data to be used
before proceeding with any kind of data collection activity like survey or questionnaire.

4MARKETING RESEARCH PROPOSAL
Timeframe
WBS Task Name Duration Start Finish
0 Research Timeline 76 days Mon 03-02-20 Mon 18-05-20
1 Selection of Topic and Analysis of the Requirements 11 days Mon 03-02-20 Mon 17-02-20
1.1 Receive Instructions from the Supervisor 1 day Mon 03-02-20 Mon 03-02-20
1.2 Selection of Research Area and Conduct Initial Search in the Internet 1 day Tue 04-02-20 Tue 04-02-20
1.3 Select a Number of Research Topics within the Domain 1 day Wed 05-02-20 Wed 05-02-20
1.4 Analysis of the Scope of Research for Each of the Chosen Topics 1 day Thu 06-02-20 Thu 06-02-20
1.5 Conduct Preliminary Feasibility Analysis of the Topics 1 day Fri 07-02-20 Fri 07-02-20
1.6 Select the Most Feasible and Reasonable Topic for the Research 1 day Mon 10-02-20 Mon 10-02-20
1.7 Receive Approval from Supervisor for the Research Topic 1 day Tue 11-02-20 Tue 11-02-20
1.8 Develop the Proposal for the Research 1 day Wed 12-02-20 Wed 12-02-20
1.9 Submit Proposal for Verification and Approval 3 days Thu 13-02-20 Mon 17-02-20
1.10 Receive Supervisor's Approval for the Research 0 days Mon 17-02-20 Mon 17-02-20
2 Research Initiation and Execution 48 days Tue 18-02-20 Thu 23-04-20
2.1 Gather Resources for Research 3 days Tue 18-02-20 Thu 20-02-20
2.2 Access Online Library for Getting Published Works on the Topic 1 day Fri 21-02-20 Fri 21-02-20
2.3 Collect Literary Sources to Conduct Study 3 days Mon 24-02-20 Wed 26-02-20
2.4 Conduct Literature Review 5 days Thu 27-02-20 Wed 04-03-20
2.5 Collect Initial Data from the Selected Literature Sources 4 days Thu 05-03-20 Tue 10-03-20
2.6 Set Up Research Roadmap 2 days Wed 11-03-20 Thu 12-03-20
2.7 Develop Research Hypothesis 1 day Fri 13-03-20 Fri 13-03-20
2.8 Start Data Collection 1 day Mon 16-03-20 Mon 16-03-20
2.9 Contact 50 Project Chiefs in Singapore involved in PPP Projects 2 days Tue 17-03-20 Wed 18-03-20
2.10 Conduct Questionnaire Survey 10 days Thu 19-03-20 Wed 01-04-20
2.11 Collect Data from Survey 2 days Thu 02-04-20 Fri 03-04-20
2.12 Collect Data from Other Sources 2 days Mon 06-04-20 Tue 07-04-20
2.13 Start Data Analysis 2 days Wed 08-04-20 Thu 09-04-20
2.14 Analyse All Collected Data 5 days Fri 10-04-20 Thu 16-04-20
2.15 Find Results 2 days Fri 17-04-20 Mon 20-04-20

5MARKETING RESEARCH PROPOSAL
2.16 Verify or Contradict Research Questions 1 day Tue 21-04-20 Tue 21-04-20
2.17 Develop Research Outcome 1 day Wed 22-04-20 Wed 22-04-20
2.18 Set Base for Future Research 1 day Thu 23-04-20 Thu 23-04-20
2.19 Complete the Research Process 0 days Thu 23-04-20 Thu 23-04-20
3 Research Submission and Closing 17 days Fri 24-04-20 Mon 18-05-20
3.1 Develop the Research Report for the Entire Research 15 days Fri 24-04-20 Thu 14-05-20
3.2 Submit Dissertation 1 day Fri 15-05-20 Fri 15-05-20
3.3 Get Approval from Supervisor 1 day Mon 18-05-20 Mon 18-05-20
3.4 Sign Off 0 days Mon 18-05-20 Mon 18-05-20
Budget
WBS Task Name Resource Names Cost
0 Research Timeline $4,626.00
1 Selection of Topic and Analysis of the Requirements $680.00
1.1 Receive Instructions from the Supervisor Supervisor of Research $40.00
1.2 Selection of Research Area and Conduct Initial Search in the Internet
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
1.3 Select a Number of Research Topics within the Domain
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
1.4 Analysis of the Scope of Research for Each of the Chosen Topics
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
1.5 Conduct Preliminary Feasibility Analysis of the Topics
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
1.6 Select the Most Feasbile and Reasonable Topic for the Research
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
1.7 Receive Approval from Supervisor for the Research Topic
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
1.8 Develop the Proposal for the Research
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00

6MARKETING RESEARCH PROPOSAL
1.9 Submit Proposal for Verification and Approval
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$192.00
1.10 Receive Supervisor's Approval for the Research Supervisor of Research $0.00
2 Research Initiation and Execution $2,882.00
2.1 Gather Resources for Research
Research Team Member 1, Research
Team Member 3, Material Resources
for the Research[1]
$596.00
2.2 Access Online Library for Getting Published Works on the Topic
Access to Online Resources[1],
Research Team Member 2, Research
Team Member 4
$282.00
2.3 Collect Literary Sources to Conduct Study Research Team Member 1, Research
Team Member 4 $96.00
2.4 Conduct Literature Review Research Team Member 1, Research
Team Member 4 $160.00
2.5 Collect Initial Data from the Selected Literature Sources Research Team Member 1, Research
Team Member 4 $128.00
2.6 Set Up Research Roadmap Research Team Member 1, Research
Team Member 4 $64.00
2.7 Develop Research Hypothesis Research Team Member 1, Research
Team Member 4 $32.00
2.8 Start Data Collection Research Team Member 2, Research
Team Member 3 $32.00
2.9 Contact 50 Project Chiefs in Singapore involved in PPP Projects
Research Team Member 2, Research
Team Member 3, Material Resources
for the Research[1]
$564.00
2.10 Conduct Questionnaire Survey Research Team Member 2, Research
Team Member 3 $320.00
2.11 Collect Data from Survey Research Team Member 2, Research
Team Member 3 $64.00
2.12 Collect Data from Other Sources Research Team Member 2, Research
Team Member 3 $64.00
2.13 Start Data Analysis Research Team Member 2, Research
Team Member 3 $64.00
2.14 Analyze All Collected Data Research Team Member 2, Research
Team Member 3 $160.00
2.15 Find Results Research Team Member 2, Research
Team Member 3 $64.00
2.16 Verify or Contradict Research Questions
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
2.17 Develop Research Outcome
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00

7MARKETING RESEARCH PROPOSAL
2.18 Set Base for Future Research
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
2.19 Complete the Research Process
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$0.00
3 Research Submission and Closing $1,064.00
3.1 Develop the Research Report for the Entire Research
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$960.00
3.2 Submit Dissertation
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4
$64.00
3.3 Get Approval from Supervisor Supervisor of Research $40.00
3.4 Sign Off
Research Team Member 1, Research
Team Member 2, Research Team
Member 3, Research Team Member 4,
Supervisor of Research
$0.00
Conclusion
This research will basically focus on the fitness app users and will essentially require
determining if their attitudes and behaviour are positively impacted by the use of these fitness
apps. As per the initial study of literature, the fitness app users do have boosted positive
behaviour and attitude that non users but this also depends on how relatively successful they are
in maintaining fitness based on their own personal targets and the data collected from the apps.
Users interested in maintaining fitness or losing weight depend on the readings of the fitness
apps and if the readings match their expected values, their mentalities are naturally boosted.

8MARKETING RESEARCH PROPOSAL
References
Cho, J., Lee, H. E., Kim, S. J., & Park, D. (2015). Effects of body image on college students'
attitudes toward diet/fitness apps on smartphones. Cyberpsychology, Behavior, and
Social Networking, 18(1), 41-45.
Lee, H. E., & Cho, J. (2017). What motivates users to continue using diet and fitness apps?
Application of the uses and gratifications approach. Health communication, 32(12),
1445-1453.
Wu, Y., Kankanhalli, A., & Huang, K. W. (2015). Gamification in fitness apps: How do
leaderboards influence exercise?.
Yoganathan, D., & Kajanan, S. (2014, June). What drives fitness apps usage? An empirical
evaluation. In International Working Conference on Transfer and Diffusion of IT (pp.
179-196). Springer, Berlin, Heidelberg.
Yuan, S., Ma, W., Kanthawala, S., & Peng, W. (2015). Keep using my health apps: Discover
users' perception of health and fitness apps with the UTAUT2 model. Telemedicine and
e-Health, 21(9), 735-741.