MKT202 Research Proposal: Consumer Brand Preference for Mobile Phones

This research proposal explores consumer brand preferences in the mobile phone market. The report outlines the research approach, which combines qualitative and quantitative methods, including interviews with industry authorities and surveys of 80 customers. It details the selection of a random sample to minimize bias and proposes descriptive statistical analysis for survey data. The study aims to understand the factors influencing consumer choices and evaluate the significance of brand in the purchasing decision. The proposal discusses the types of research to be conducted, including descriptive and survey methods, and anticipates outcomes that will provide insights into consumer perspectives on mobile phone brands and their impact on purchasing decisions. The report also provides an executive summary, table of contents and references.

RESEARCH PROPOSAL
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Executive summary
The work in the following report is quite clear and has enough profoundly discussed the
aspect of research proposal. The selection of topic as the consumer brand preference for
purchase of mobile phones has been spot on for selecting a current story. The report have
provided that the there will be use of both qualitative and quantitative research approach. 50
will be the sample size selected in random method has also been discussed in the following
report. The following report has also provided reasons for choosing the type of approach for
the research that wll be conducted in future.
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Table of Contents
Introduction................................................................................................................................4
Research Approach and Method................................................................................................4
Research sample size and selection............................................................................................4
Type of research to be conducted...............................................................................................5
Proposed method of Analysis.....................................................................................................5
Proposed outcome......................................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7
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Introduction
Research proposal provide preliminary image of the way in which the research will be
conducted. The following report will be discussing about the research method. It will provide
information about the sample size and the type of research it will be. The proposed outcome
will also be discussed in the file.
Research Approach and Method
In response to the topic that is to analyze the consumer brand preference for the mobile
phone, there is a clear requirement to understand the views of the consumer around the
society regarding their preferences in brand while purchasing mobile phones. By
understanding the views of the customer only cannot be used as a research work and it is
clear that the authorities of a different brand of all mobiles in society must also be questioned
to ask them about the sales and other aspects. In response to the understanding of the topic
described above qualitative and quantitative approach for research will be important. By
considering the qualitative research approach there will be interviews conducted. The
interview questions to the authority of different brand in society will be based upon the recent
concern. Those will be to know, the general changes in the fast-growing world of innovation,
invention and development of mobile phone categories (Hajli et al. 2017). Utilisation of the
qualitative approach is justifiable as because there will be open-ended questions to the
authorities which would help the researcher in analysing the whole view of the situation that
we authority's from their point of view perceives regarding the behaviour of the consumers.
Research sample size and selection
Research sample size selection is an important aspect In order to understand the average
values of the mean value about the view that the consumer present. The selection criteria are
important to understand in order to triangulate the actual answer (Pantano and Priporas,
2016). The sample size that will be taken for conducting the quantitative research approach in
form of research survey questionnaire will be for 80 customers for understanding their views.
The selection of 50 customers, however, will not seem to be actually arithmetically correct
but would lean towards having a genuine response in decimal answers. The selection of an
even number will not lead to a specific value for mean but for the sake of making the research
work as genuine as the possible even number of customers will be collected for the
questionnaire (Verhoef, Kannan and Inman, 2015). There will be a random method for
picking up the customer from the mobile stores around the society in order to keep biasness
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away from the research work that may hinder the process of research work to understand the
preferences of the consumer upon brand while purchasing a mobile.
Type of research to be conducted
To understand the type of research that is to be utilised for understanding the aspect of topic
chosen above, one must be aware of the scenario around the society. To analyse the consumer
brand preferences for mobile phones so nice there is a requirement for a going through the in-
depth analysis of the situation. The in-depth analysis of the situation is important in order to
evaluate every perception that the consumer present while buying the preferred mobile phone
(De Mooij, 2018). There are three types of research that are generally utilised namely are
descriptive method, observational method and case study method which can also be extended
to the survey method. In the case above to be extracted regarding the above topic selected
both descriptive method and survey method will be utilised. The importance of descriptive
method for research work directly relates to the situation where Light is paid upon current
issues or general content in society. With the help of descriptive research, there will be
evaluation and finding for describing explaining and validating objective (Wang et al. 2017).
The selection of Survey method or survey type of research work will be authentic because it
will provide the customers closed-ended questions that will result in making them sticks to
the topic and provide us with the basic and genuine answers from the options provided to
them.
Proposed method of Analysis
The preferences of the consumer to buy mobile phones depend on brand or not are surely a
current topic to be understood. The view of the consumer taken under the consideration of
survey will prove important. That is why to understand the exact view of the consumer and
the researcher will haveto be prepared with descriptive statistical analysis. The analysis of the
survey data in descriptive manner will give the researcher sound knowledge about the views
of regarding and customers regarding buying of mobile phones.
Proposed outcome
The conducting of research work does not end in having views are answers that cannot be
analysed (Andrews et al. 2016). Every research work that is conducted have their own way of
understanding and evaluating the views and ideas of the people included for gathering the
exact answer for the selected topic. In response to the questions that will be created, there will
be answered from the customers which will, in the end, allow the researcher to understand
their Idea and perspective about a brand that plays an important role or not while buying
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mobile phones (Lamberton and Stephen, 2016). The research work will be helpful in
understanding the other aspect that could play an important role while the customer decides
to buy mobile phones. There cannot be any proposed outcome evaluation before the research
work is properly conducted because a research can only provide us with the exact answer and
understanding of selected topic account which research is actually conducted (Lee et al.
2015)
Conclusion
From the above report there is enough information presented that will be utilised in the future
research work. The estimation of the information and the requirements in terms of sample
size and way of selection has been discussed in broad sense. The most generous sense of the
research work is based upon the assignment report presented. The report has clarified type of
research to be conducted and the outcome that can be expected from the actual research work
in future.
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References
Andrews, M., Goehring, J., Hui, S., Pancras, J. and Thornswood, L., 2016. Mobile
promotions: A framework and research priorities. Journal of Interactive Marketing, 34,
pp.15-24
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D. and Richard, M.O., 2017. Branding
co-creation with members of online brand communities. Journal of Business Research, 70,
pp.136-144.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry.
Journal of Marketing, 80(6), pp.146-172.
Lee, D., Moon, J., Kim, Y.J. and Mun, Y.Y., 2015. Antecedents and consequences of mobile
phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty.
Information & Management, 52(3), pp.295-304.
Pantano, E. and Priporas, C.V., 2016. The effect of mobile retailing on consumers'
purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, pp.548-
555.
Verhoef, P.C., Kannan, P.K. and Inman, J.J., 2015. From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), pp.174-181.
Wang, L., Tang, H., Liu, D. and Xing, C., 2017. Study on Customer Experience Dimension
Based on Online Shopping reviews of MI’s Products. In MATEC Web of Conferences (Vol.
100, p. 05024). EDP Sciences.
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