MKT202 Marketing Research: Research Plan on Mobile Preferences

This marketing research report evaluates consumer brand preferences for mobile phones using an inductive approach and a mixed-methods research design, incorporating both qualitative and quantitative data. A survey with questionnaires was conducted among 175 individuals visiting mobile stores in Adelaide. The data collected will be analyzed using statistical methods via MS-Excel and descriptive analysis, as well as theoretical methods such as content and case study analysis. The proposed outcomes aim to provide insights into consumer preferences in mobile purchasing, contributing to a better understanding of research methodologies and strategies. Desklib provides access to this and other solved assignments to aid students in their studies.

Running Head: MARKETING RESEARCH
Marketing Research

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Table of Contents
Introduction......................................................................................................................................3
Research approach and method.......................................................................................................3
Sample size and selection................................................................................................................4
Type of research (Qualitative/Quantitative)....................................................................................5
The proposed method of analysis....................................................................................................5
Proposed outcomes from this research............................................................................................5
References........................................................................................................................................7

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Introduction
This research is performed for evaluating the consumer brand preferences for mobile phones.
From the perception of this research, experimental research technique will be used by the
researcher. A case study method is used by the researcher as it would lead to enhance the
understanding in the context of consumer brand preferences for mobile phones. This proposal
demonstrates approach and methods that will be used to collect information about the research
matter. It also discusses the sample size and section of the research type. This research will show
the proposed technique of evaluation with the proposed result of the study.
Research approach and method
The research approach is determined as the tool that is practiced in the study for examing the
research and accomplish the specified aim and objectives (Khajehzadeh, Oppewal, and Tojib,
2014). The deductive, as well as inductive approach, are considered in the research. In this study,
the researcher will imply the inductive approach as compared to the deductive approach. It could
be effective for creating the practical data and would also facilitate to deep evaluation o the
research matter. Moreover, this approach led the investigator to evaluate the role of consumer
brand preferences for mobile phones (He and Wang, 2015). It also facilitates investigator to
identify the relationship between the consumer's preference and demand for mobile phones.
Moreover, the deductive approach could also imperative for the researcher but this tool is not
appropriate with subjective nature id the research matter. Moreover, it is also examined that there
are certain methods that could be imperative for data gathering and evaluating the role of
consumer’s presence in increasing the demand for specified products and services. These
techniques could be a focus group, survey, experiments, questionnaires, observation, and

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interview method. In this research, the researcher will use survey through questionnaire tool to
get information about research matter.
Sample size and selection
Sampling technique is imperative for selecting an appropriate sample size to conduct the
research and meet the aim and objectives (Gao, Waechter, and Bai, 2015). This process is
practiced for selecting the appropriate sample size for selecting suitable research candidates with
respect to obtain feasible data. In addition, it is also found that there are two types of methods
that are considered in the sampling method like probability and non-probability sampling
method. In this research, a simple random sampling tool is practiced by the research scholar
select without biased data. It will also be imperative in getting a favorable outcome (Andrews, et
al., 2016). Moreover, this tool would be effective for eliminating the biases form the study and
obtain the quality outcome. In this research, the questionnaire was conducted among the people
who visit in the Mobile Store in Adelaide between 10 a.m. to 6 p.m. In this, the researcher has
select total 175 research candidates where 110 are male and 65 will be females. It will support to
directly converse with consumers. Apart from this, the main objective of making survey through
questionnaire is that researcher want to collect the opinion and views of people who visit on the
mobile shop with the intention o purchasing goods and services.
Type of research (Qualitative/Quantitative)
The primary purpose of this study is to address consumer preference in mobile purchasing. There
are creation tools as well as techniques that are considered as the research types like quantitative
as well as qualitative data analysis tool (Higgins, Wolf, and Wolf, 2014). In this, the qualitative
research design is practiced for getting non-numerical information in the context of specified
research matter. This research is practiced to develop knowledge in the context of research issue.

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Apart from this, the factual information could be obtained by the quantitative research tool as it
would also lead to obtain competitive benefits. It will be effective to meet the aim and objectives
of the research issue. It is also practiced for identifying the relationship between two and more
than variables (Pescher, Reichhart, and Spann, 2014).
For conducting this research, the mixed data collection tool is practiced by the scholar as it
considers two methods like quantitative and qualitative research method. In this, the primary aim
of selecting the mixed data collection method is that it permits the researcher to get the benefits
of both research methods qualitative as well as quantitative research methods and meet aim and
objectives of the research matter in the least time and cost. In addition, qualitative data collection
tool facilitates the research scholar to create the conceptual data towards the research matter.
Moreover, the research scholar will be able to examine the opinion and views of their specified
research participants. As a result, the researcher will obtain the feasible result in the context of
consumer brand preferences for mobile phones. The mixed research design also facilitates to
accomplish the aim and objectives of the research in limited time and cost.
The proposed method of analysis
After collecting the data, the researcher has required to evaluate the collected data and reach at
the valid conclusion (Hsu and Lin, 2016). Therefore, they will apply different methods like
qualitative and quantitative analysis method. In this research study, the researcher will imply the
statistical as well as theoretical data analysis method. The statistical data will be evaluated by
MS-Excel software and descriptive analysis (De Kerviler, Demoulin, and Zidda, 2016). Apart
from this, the theoretical information is gathered by the content analysis and case study analysis
as it would be effective for reaching at the reliable conclusion in the least time and cost.

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Proposed outcomes from this research
This report will aid the researcher to gain their understanding about consumer’s preference for
mobile purchasing in Australia. It would also be imperative to understanding many research
methods, strategies, and approaches that will aid to effectively conduct the research in the future.

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References
Andrews, M., Goehring, J., Hui, S., Pancras, J. and Thornwood, L., 2016. Mobile promotions: A
framework and research priorities. Journal of Interactive Marketing, 34, pp.15-24.
De Kerviler, G., Demoulin, N.T. and Zidda, P., 2016. Adoption of in-store mobile payment: Are
perceived risk and convenience the only drivers?. Journal of Retailing and Consumer Services,
31, pp.334-344.
Gao, L., Waechter, K.A. and Bai, X., 2015. Understanding consumers’ continuance intention
towards mobile purchase: A theoretical framework and empirical study–A case of China.
Computers in Human Behavior, 53, pp.249-262.
He, J. and Wang, C.L., 2015. Cultural identity and consumer ethnocentrism impacts on
preference and purchase of domestic versus import brands: An empirical study in China. Journal
of Business Research, 68(6), pp.1225-1233.
Higgins, L.M., Wolf, M.M. and Wolf, M.J., 2014. Technological change in the wine market?
The role of QR codes and wine apps in consumer wine purchases. Wine Economics and Policy,
3(1), pp.19-27.
Hsu, C.L. and Lin, J.C.C., 2016. Effect of perceived value and social influences on mobile app
stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108,
pp.42-53.
Khajehzadeh, S., Oppewal, H. and Tojib, D., 2014. Consumer responses to mobile coupons: The
roles of shopping motivation and regulatory fit. Journal of Business Research, 67(11), pp.2447-
2455.
Pescher, C., Reichhart, P. and Spann, M., 2014. Consumer decision-making processes in mobile
viral marketing campaigns. Journal of interactive marketing, 28(1), pp.43-54.