Mobile Manufacturing Inc.: Market Research Methods and Analysis

This memorandum, prepared by a marketing consultant for Mobile Manufacturing, Inc., addresses the importance of market research methods in defining the company's target market and assessing the acceptance level of new products. The memo provides a comparative analysis of primary versus secondary research, highlighting their respective data collection approaches and sources. It further differentiates between qualitative and quantitative research methods, detailing their unique characteristics, advantages, and disadvantages. The consultant recommends a mixed-method approach, combining primary data collection with a foundation of secondary research, to provide a comprehensive understanding of the target market. The memo concludes with a call to action for further discussion and collaboration.

MEMORANDUM
To: Michelle Dietrich
From: Student name; Marketing consultant
Date: 10/09/2019
Subject: Market Research Methods
Ms. Michelle
It was good talking to you yesterday and knowing your concern. With regards to our yesterday’s
conversation, I have prepared this memo highlighting information about primary and secondary
research and qualitative and quantitative research. An analysis regarding how these methods
and data collected can be used for understanding Mobile Manufacturing co. target market is
also included here as per your request.
PRIMARY V/S SECONDARY RESEARCH
Primary research is about collecting first hand data with specific objective (Hair Jr. & Page,
2015). This research involves collecting data by directly connecting to source which in case of
MM will be prospective customers in the target market decided. MM can collect this data
through interviews, surveys, observation or through emails.
Secondary research involves shortlisting and analyzing already existing data that is compiled
and published by others. This data can be gathered through reports, already existing research
or through information published by government.
QUALITATIVE RESEARCH
Qualitative research is concerned with providing an in depth understanding of problem setting.
Company can gain insight into the thinking pattern of people for particular attributes though
learning about their attitude, motivation and intention towards those attributes (McCusker &
Gunaydin, 2014).

 ADVANATGES
1. This method is affordable for researcher and saves money.
2. This method is open ended which means there is no right or wrong answer. Instead it is
the data collection easier thereby increasing authenticity of result.
3. There is a predictive element to this research method.
4. Attitude and personal thinking of respondents can be known in this research.
5. Individual choices are converted into workable data in this research.
 DISADVANTAGES
1. The data collected cannot be statistically represented or sorted.
2. This is more subjective method of research as the data collection is totally dependent on
researcher.
3. This is a time consuming method.
4. There is difficulty in replication of result as same person may respond differently the
next day itself.
5. There can be bias on side of researcher and mistakes bound to happen if research is not
from same industry or not well experienced.
QUANTITATIVE RESEARCH
Quantitative research is a method where quantifiable data is collected during the process that
can be analyzed through statistical or computational methods of analysis. Methods for
collecting quantitative data is through online or offline surveys or questionnaires.
 ADVANATGES
1. Data collection is faster and can be conducted on large sample size.
2. The data collected is repeatable and reliable in nature.
3. The sample selected is randomized thereby avoiding any type of biasness.
4. The findings of quantitative research can be generalized to whole population.
5. The research can be conducted remotely (Creswell & Creswell, 2018).

 DISADVANATGES
1. Once cannot determine if answers provided by participants are true or not.
2. There are chances that the characteristics of participants may not be application to
entire population.
3. There is cost factor involved in this research.
4. Only limited data is collected and thus details of specific feedback is not accessible in
this method.
Now, since we both are aware of different research types, it can be said that a mix of qualitative
and quantitative research will be helpful for Mobil Manufacturing in determining the target
market and new product acceptance level among them. I would recommend Mobil
Manufacturing Co. to collect primary data through mixed method as use secondary data as a
base to go study before starting primary research.
Please feel free to contact me on (plz feed contact number) for any queries. I would be glad to
know your views on this and take it further.
Student Name
Marketing Consultant
References
Creswell, J. W. & Creswell, J. D., 2018. Research Design: Qualitative, Quantitative, and Mixed
Methods Approaches. 5 ed. s.l.:SAGE Publications, Inc.
Hair Jr., J. F. & Page, M., 2015. The Essentials of Business Research Methods. 3 ed.
s.l.:Routledge.

McCusker, K. & Gunaydin, S., 2014. Research using qualitative, quantitative or mixed methods
and choice based on the research. Sage Journals, 30(7), pp. 537-542.