Marketing Research

The following is an analysis of the IKEA case study found in the Strategic Management Text book. This analyses the strategies used by IKEA to gain competitive advantage in markets outside its original area. The report begins by providing a background into IKEA. It studies International Business Level Strategy and the three international corporate level strategies.

THIS IS YOUR CUE: TIME TO TAKE ACTION
Call upon the community or general public, parents and youths, mental health professionals, physicians and nurses, educators, Facebook and other internet social media, religious groups, athletes, celebrities, secular and SBNR, school administrators, news media, Hollywood, academia, scientists, employers and employees, business owners and managers, private individuals and public officials, to join their talents, opportunities, and influence to support student mental health and end school shootings. Sharing this article is one way you can help https://www.academia.edu/35809557

Anggapan riset pemasaran itu sulit dan butuh biaya besar, sehingga hanya perusahaan besar saja yang dapat menjalankannya, tidaklah sepenuhnya benar. Banyak jenis dan metode riset pemasaran dapat dilakukan mudah dengan bujet yang minim oleh perusahaan kecil dan menengah, tidak terkecuali pula dapat dilakukan sendiri oleh para praktisi pemasaran.

Buku ini ditulis berdasarkan pengalaman penulis dalam menjalankan riset pemasaran dan memberikan pelatihan di beberapa perusahaan UKM, lokal, dan nasional.
Buku ini dijelaskan dari perspektif praktis, how to, bagaimana memulai sebuah riset, hingga bagaimana menganalisa dan mengimplementasikan hasil riset. Penjelasan how to ini akan mudah dipahami dengan adanya contoh praktis setiap babnya. Dan juga bab studi kasus khusus yang dibedah dari awal hingga akhir, seperti riset marketing plan, customer satisfaction & loyalty survey, dan brand equity research.

Selain penjelasan praktis dan sistematis akan diberikan pula tips di beberapa tahapan riset yang tidak muncul dalam buku-buku teori referensi. Sehingga  pembaca dengan beragam latar belakang dari satu bab ke bab lain secara bertahap, akan memiliki pengayaan untuk dapat menjalankan sebuah riset pemasaran.

A cross-sectional field study of 362 individuals was conducted to explore the factors affecting purchase intentions among FMCG consumers of Pakistan. Variables namely brand image, product quality, product knowledge, product involvement, product attributes and brand loyalty were studied as determinants of consumers' purchase intentions and were found to have a positive association with purchase intentions. Implications for these results for marketers are discussed in the final section and recommendations are proposed as well.

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Marketing choices are crucial components of a strategic marketing process. At this stage of planning, decisions are made in order to indicate the direction of the marketing mix not to mention the way products are going to be perceived in the market place. These marketing choises group consumers together based on common needs with the ultimate goal to affect the buying decisions of the target customers for these products, which stands for segmenting, targeting and positioning strategy.  In other words, STP is a marketing signification that associates the way to evaluate and choose a target market for specific product or service. Considering the factors related to this topic, the question of what specific consequences arise when addressing this topic must be elaborated. This research is particularly outstanding for the reader because it will analyze the STP strategy of a well-known company that produces sports equipment, which is Nike.

As the use of qualitative inquiry increases within the field of social work, researchers must consider the issue of establishing rigor in qualitative research. This article presents research procedures used in a study of autoethnographies that were written regarding the experience of being Jewish. In this project, the researchers utilized reflexivity, audit trail, triangulation by observer, peer debriefing, member check and prolonged engagement in order to manage the threats to trustworthiness as discussed by Padgett (1998). Implications of the project suggest that research procedures utilized by qualitative researchers to establish rigor are an important way to increase our confidence that the voice of the participants is heard, therefore fitting the mission of the social work profession.

In this paper we argue that the use of the communicative theory of Jürgen Habermas in planning theory is problematic because it hampers an understanding of how power shapes planning. We posit an alternative approach based on the power analytics of Michel Foucault which focuses on ‘what is actually done’, as opposed to Habermas’s focus on ‘what should be done’. We discuss how the Foucauldian stance problematises planning, asking difficult questions about the treatment of legitimacy, rationality, knowledge and spatiality. We conclude that Foucault offers a type of analytic planning theory which offers better prospects than does Habermas for those interested in understanding and bringing about democratic social change through planning.

The product our group chose to work on was Molty Ortho mattress, a custom built, and unique  mattress developed by Master MoltyFoam catering to customers with backache problems and the consumers who want a relax, stress free sleep during the night. The product has different variants, each serving and delivering value to its targeted consumers as per its designed function. 
However, there was very little awareness in the market for these orthopedic mattresses. The consumers mixed these with normal mattresses and thus there were not enough sales as projected  by the company or as per the potential of the product.  Identifying this problem, we came up with solutions and new marketing strategies for the  MoltyFoam Ortho mattresses which are aimed to increase the awareness of the product amongst the consumer’s and also educate the consumers for why they should purchase these Ortho mattresses and how would it is designed to impact their health. The product has been analyzed from the viewpoint of various marketing models such as Bull’s Eye Model and Porter’s Value Chain Model and thus an overall marketing plan has been established to increase the sales of the Master MoltyFoam Ortho mattresses.

Most researchers and doctoral students have considerable trouble writing a problem statement with their research projects dissertations, and theses. We have to ask ourselves, why that is? Why are we encountering doctoral students and researchers that have trouble writing the problem statement? Why the disconnect? This is a common occurrence with doctoral students. We would think the required research methods course would address this. However, that is not case. Thus, this article addresses, discusses and illustrates how to develop a problem statement. This article will provide a model and template for developing a problem statement. As basis for a research study, it is important the researcher and doctoral student know how to construct a problem statement. First, this article discusses the problem statement. Second, this article provides a model as a for developing a problem statement. Last, the article provides examples of problem statements using the conceptual template. Doctoral Student Workshop: Problem Statement Development and Strategies

This research work sought to answer the question “What factors make online shopping centers profitable in practice?”, particularly in Nigeria, with two primary objectives - to
determine if an increase in sales leads to an increase in profits and to determine if online ease has impact on profits. A deductive approach, using quantitative method was used to test the null hypotheses. Questionnaire technique was used to elicit data by simple random sampling while WPS spreadsheet was used to analyse the data. The result of the statistical T test and Chi-squared test revealed that both null hypotheses “An increase in sales does not lead to an increase in profits” and “Online ease does not have impact on profits” were incorrect and thus rejected in favour of their alternative hypotheses, at 95% confidence level.

Megaproject Planning and Management: Essential Readings contains the seminal articles from the growing body of research on megaproject planning and management along with an original introduction by the editor, Bent Flyvbjerg. The leading and most cited authority in the field, Flyvbjerg has used crowdsourcing and 25 years of experience to cherry-pick from several hundred articles and books the writings that define the field. This volume will be an indispensable source for those wishing to speak with authority about how megaprojects are prepared, delivered, and fought over. The target audience is students, academics, practitioners, and media pundits alike, as well as communities affected by megaprojects.

This Paper is basically a Secondary Data collected and amendment of the data. In This Paper we Collect, Discuss and Analyze the Data which can be helpful for the beginners to understand the concept of #Qualitative, #Quantitative, #Ontology, #Epistemology, and how on the base of two philosophical assumption these two are influencing the research designs and also describe the research methods used in These Research Designs.

Analysis of the pharmaceutical industry' s marketing tactics reveals the extent of their influence on patient care and medical research. These tactics can be arranged into five categories according to the potential for harm to patients (from least to most harmful): physicians-targeted promotions, direct-to-consumer advertising, unethical recruitment of physicians, researchers' conflicts of interest, and data manipulation in clinical trials. Drug companies' promotions subconsciously influence physicians' prescription patterns. Heavy advertising to consumers results in more prescriptions being written, whether or not the new drug is in the best interests of patients, and therefore strongly correlates with sales increases for the promoted new drug. The pharmaceutical industry' s public relation firms unethically recruit physicians to endorse their companies' clinical studies. Researchers' financial conflicts of interest often influence results in the corresponding studies; in many cases, the employed researchers receive extra financial benefits, such as stock options and funding for future projects, from the drug company for which they are conducting clinical trials. Pharmaceutical companies manipulate research data to prevent negative data from leaking to the public. Much evidence suggests that the pharmaceutical industry' s economic influence on the medical field is substantial. Despite the threats these activities pose to the reliability of medical care and the integrity of research, the reputation for quality in American healthcare is not yet lost; the continuing quality of American healthcare will depend primarily on the morality of next generation' s scientists and doctors.

Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD"s, magazine, books, musicals, internet and mobile phones and etc. Humankind are exposed to product placement in mainstream media, occasionally even without knowing it.

At the same time that case studies are widely used and have produced canonical texts, it may be observed that the case study as a methodology is generally held in low regard, or is simply ignored, within the academy. For example, only 2 of the 30 top-ranked U.S. graduate programs in political science require a dedicated graduate course in case study or qualitative methods, and a full third of these programs do not even offer such a course. In contrast, all of the top 30 programs offer courses in quantitative methods and almost all of them require training in such methods, often several courses. In identifying this paradox of the case study’s wide use and low regard, Gerring rightly remarks that the case study survives in a “curious methodological limbo,” and that the reason is that the method is poorly understood. In what follows, we will try to resolve Gerring’s paradox and help case study research gain wider use and acceptance.

The development of an advance and safer hybrid car technology is necessary in today's market due to the shortage of fossil fuel and global warming problem. The objectives of this paper are to investigate and identify the factors and rationales that move Toyota into hybrid vehicle production. PESTLE analysis is used to analyze the collected secondary data. According to PESTLE analysis, there are several reasons that affect Toyota to produce hybrid car. Based on the PESTLE analysis, all the factors are reasonable to support Toyota move to hybrid vehicle production.

The role of marketing is evolving rapidly, and design and analysis methods used by marketing researchers are also changing. These changes are emerging from transformations in management skills, technological innovations, and continuously evolving customer behavior. But perhaps the most substantial driver of these changes is the emergence of big data and the analytical methods used to examine and understand the data. To continue being relevant, marketing research must remain as dynamic as the markets themselves and adapt accordingly to the following: data will continue increasing exponentially; data quality will improve; analytics will be more powerful, easier to use, and more widely used; management and customer decisions will increasingly be knowledge-based; privacy issues and challenges will be both a problem and an opportunity as organizations develop their analytics skills; data analytics will become firmly established as a competitive advantage, both in the marketing research industry and in academics; and for the foreseeable future, the demand for highly trained data scientists will exceed the supply.

Elaborato finale a conclusione del Master in Global Marketing, Comunicazione e Made in Italy del Centro Studi Comunicare l'Impresa (2017).
Ho lavorato all'ideazione di un canale all news che sia uno strumento utile alla nostra classe imprenditoriale e importante per comunicare al Resto del Mondo come, noi Italiani, agiamo e pensiamo con un fine sia strategico sia attrattivo. La sfida sta nel sapersi promuovere in quanto redazione capace di guardare al mondo da una prospettiva il più possibile oggettiva, consapevole e imparziale servendosi della multimedialità contemporanea. Il sostegno agli Obiettivi per lo Sviluppo Sostenibile dell’Agenda ONU 2030 mostra quale sia la mission a lungo termine: da una parte sensibilizzare il pubblico e dall’altra sostenere chi già compie sforzi nella direzione di un mondo più giusto, eguale e vivibile.
Per eventuali citazioni chiedo di usare la seguente indicazione bibliografica: Andrea Guerini, Indagine per un nuovo canale all news internazionale, sostenibile e strategico, 2017

In December 1980, Apple Inc. went public presenting an initial price share of $22. Within minutes, the company’s market price was worth $1.78bn, marking a financial trend that culminated in Apple’s actual worth value of $1 trillion (Neate, 2015). The company’s core values, base for the formulation of Apple’s strategies, are undoubtedly responsible for its current success in the high-tech market, being perceived by stakeholders worldwide as a disruptive company in terms of innovation, technology and design (Gustin, 2015).

Gendron (2012) notes that in order to evaluate the success of a company, it becomes imperative the utilisation of business analysis tools. Therefore, this report will discuss how Apple’s strategies have been used to build and sustain competitive advantage, allowing the company to become a benchmark to all players in the technological market.

Moreover, while not offering recommendations, this paper intends not only to highlight Apple’s strategies for success, but also to present some of the issues faced by the company in the adoption of certain strategic decisions.

Finally, the methodology employed in this investigation consists in the utilisation of theoretical tools such as SWOT, Porter’s Five Forces, Value Chain and Three Horizons. An evaluation of the usefulness of these strategic tools is presented, proposing a discussion in relation to the effectiveness of frameworks created in an ‘analogic’ world in the current ever-changing reality we live in.

The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. The results show that congruity of consumer and brand values tends to have positive influence on consumers' identification. Consumers who identify with a brand tend to commit stronger to a brand and generate positive word of mouth. The results show that consumers' identification fully mediates the impact of value congruity on brand commitment. However, brand commitment does not mediate the impact of consumers' identification on generating positive word of mouth.

This study will focus on investigating and identifying the relationship between Poultry Business and Rural Development in Local Community in Tanzania. Specifically, it aims at examining the contribution of Poultry Business to rural development in local community, identifying the major challenges confronting Poultry Business and suggests possible measures to improve production so as to increase economic development to rural areas. The study intends to involve 120 respondents from 4 wards of Masasi District and 4 wards of Newala District (in Mtwara region). The study intends to collect both primary and secondary data that will enable to compile the findings. Primary data will be collected through questionnaires, interview and spot observation while secondary data will be gathered from books and various documents. Statistical analysis of data based on descriptive analysis, correlation obtained will be done by using SPSS 20.0 and MS Word 2010. The study will help to fight against poverty and reach the strategy imposed by the government in five years development plan 2015-2020 of reaching income per capital US $3000 per year.

Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers.

Nowadays, we cannot imagine the world without the airline industry, because of its fast services and huge benefits, which offers for many other industries and societies. Also, its role is critical in term of the creation of the new global economy. According to the U.S. department of transport, this industry is divided into four categories by the:

1. International: Airlines which provide services from continent to another.
2. National: within a country
3. Regional: within the geographical region. They focus on short hauls flights.
4. Cargo: airlines that provides goods transportation

Today, airline industry is one of the most important industries that supporting the internationalization and globalization objectives for many industries and businesses around the globe. This need creates big pressure of this industry by increasing investments and driving invention and innovation forward in order to create the competitive advantages.

I have chosen Emirates, because it’s a major competitor for many global companies, especially Air France. The “New York Times” mentioned: “Emirates’ growing reach, from its Dubai hub, is unnerving rivals like Lufthansa and Air France”. In this project, I am competing with Air France; this company is one of the sky team’s founders, which is a carrier network of 19 international carriers. For this reason I was interested to choose from other them, because these companies cooperate on a substantial level and there is no real competition between them.

This case study examines Zara’s current retail strategy and digital transformation. It details Zara’s current in-store and eCommerce retail strategy, the impact of digital on the retail environment and customer experience, and the growth opportunity provided by eCommerce. By providing a competitive analysis of the current market, this paper presents key opportunities, strategic questions, and possible solutions for retail brands to improve their digital strategy.

This paper received First Class Honors in the Digital Marketing Strategy course at Trinity Business School.

This research was funded by, and implemented within, a UK national research organisation, while the author was the KE and Impact Evaluation Manager responsible for assessing impact on a £15m UK government-funded research programme.

This work was also submitted as the authors MBA dissertation which was accepted and awarded in 2009.

ABSTRACT: A methodology and methods ‘toolbox’ is proposed for conducting impact research and assessment from within research programmes. The emphasis is upon how to clarify and assess the wider impacts from the early stages onwards.

The approach explicitly acknowledges, and attempts to address, the known issues and challenges of impact assessment while drawing upon the resources and opportunities available to research managers and researchers within such programmes.

The study has two triangulating foundations. Firstly, it examines the academic literature to help identify and design the pilot methodology and methods. Secondly it trials these in a real programme to both test and improve them.

The study was conducted over one year within one leading UK research organisation, where two research programmes (and around 60 research projects of £15m total value) were being assessed for their impacts. The study draws upon actual impact management experience and reflection, prospective (ex ante) and retrospective (ex post) assessments, participatory contributions from leading researchers undergoing assessment, and consultation with external users. The findings of this study outline the pilot and its first iteration. Recommendations are made for improvement to the methodology and methods.

A subsequent follow-on bid to UK government incorporating the impacts identified from implementing this methodology, successfully led to a further £15m of government funding.

It is expected the pilot methodology and methods will be applicable to other organisations, conducting and funding such research programmes, required to research and assess the wider research impacts.

Although primary focus of implemetation trials was upon research in physical sciences, technology, high-tech engineering, computing/IT, and environment, the wider literature study, the methodology design and justification, the methods proposed and used, and the resulting general recommendations and lessons are expected to apply more broadly to many other research areas, where the impact is to be found more widely in the society, economy, government or public sector or within organizations, policies, professions or the public.

Interest in this work is expected from research programme managers, impact managers and assessors, management consultants advising in this area, and government funding managers, all seeking to embed a developing approach to understand, capture, and enhance wider impact.