Marketing Research- Management Assignment Help

Assignment Task

The Situation

IT product and services firms are growing fast in New Zealand. This growth has attracted international companies seeking new opportunities to expand the market. One of those companies is Thompson, an Australia based IT company. Thompson offers a varied range of IT products such as laptops, desktop PCs, and printers. The management team of Thompson is considering expanding from Australia to New Zealand and aims to target all New Zealand (NZ) regions. Thompson intends to first launch laptops.

Marketing Decision Problem:

1. Should Thompson enter the New Zealand market with laptop products?

2. If so, who should they target and how?

Part A: (Short in-depth interview)

Requirements:

1. Research Questions: Select 2 research questions suitable for qualitative research.

2. Introduction and Consent section (needs interview topic based on ECC of the research association of NZ)

3. Formulate 4-6 interview questions (including probes for each question).

• Questions designed Broad to Narrow.
• Open-ended style

1. Research Questions. Qualitative (open-ended/subjective)

• What decision making factors are important when buying a laptop?
• What is the level of interest in laptops in the New Zealand market?

Part B:(Qualtrics questionnaire)

Requirements:

1. Research Questions: Select 4 research questions suitable for quantitative research

2. Formulate 8-10 questions (2-3 questions per research question.)

• use qualtrics questionnaire ~ use appropriate scales.
• On Top of the 8-10 questions we also have 4 demographic questions.

1. Research Questions. Quantitative (large data collection/objective)

• What do consumers want from their laptops?

1. Nominal Question: What do you use your laptop for the most ?

Choose: 1. Gaming, 2. Work, 3. Studies, 4. Social Scrolling 5. Streaming services, 6. I don’t use a laptop

• Where do consumers look for information regarding laptops?

1. Ordinal Question: What type source do you trust the most for product reviews?

Order highest to lowest: 1.Online forums, 2. Blog posts, 3. Store website reviews, 4.Customer reviews (e.g. Amazon customer reviews), 5. Company review websites (e.g. Trustpilot), 6. Product review website (e.g ConsumerReport.org) ~ this may be too complicated of a question, maybe rewrite

• What laptop selection criteria are important to consumers?

1. Ordinal Question: Order preference of laptop features.

Order highest to lowest: usb port, touchscreen, screen size, battery lifespan, storage space, CPU processor, graphics chip, size, design.

• What are the demographics of the target market (i.e. the laptop buyers)?

1. Ratio Question: How old are you?

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