amr case study 1 sb

7/31/2019 Amr Case Study 1 SB

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AMR CASE STUDY

Q: We are a watch company launching a new premium range of watches and wrist

gear for the Indian metropolitan market. As part of our pre-testing program, we wish

to understand which kind of message strategy holds greatest appeal for our audience.

Describe the research process you would employ to study the target audience, and

frame a questionnaire to aid this study.

Ans:

The research process will be carried out in the following 9 steps in order to study the

target audience for the new premium range of watches and wrist gear for the Indian

Metropolitan market.

1. Define Research problem/ objective

2. Determine expected value of perfect information

3. Research methods and Data collection technique

4. Selection of Measurement technique

5. Determining the research design and sampling method

6. Data processing and analysis

7. Define the time and cost involved

8. Determine the ethics of the research

9. Prepare the research report.

STEP 1: Define Research Problem and objective:

i. Problem Discovery

The demand for a new premium range of watches and wrist gear

ii. Problem definition

The target group of 18 to 35 opting for and buying a premium range ofwatches and wrist gear.

iii. Research Objective

The research objective is to whether the youth today will spend a large amount

of money on an accessory like watches and wrist gear.


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iv. Hypothesis Development

The youth in Metropolitan India will opt for a watch that is trendy, sporty and is

willing to pay a large amount of money for good quality along with a strong

brand name.

STEP 2: Determine expected value of perfect information

The information required for the study has to have the following characteristics

inorder to be useful to the company:

i. Relevance- The data that is collected is relevant to the topic under research

and must add value to the research report and analysis.

ii. Quality- The quality of data collected should be good quality with genuine

honest responses. It should not contain fake manipulated data about the

target audience.

iii. Timeliness- The data should be updated and recent. It has to talk about the

scenario and consumer opinions of today. Considering it is the youth it

becomes increasingly important to keep it up to date

iv. Completeness- Incomplete data is waste when it comes to research. Half

information can at times confuse the researcher thereby not satisfying the

research objective.

If data that is collected does not have the above characteristics, the research

analysis and measurement will not be of the optimum level, affecting the result

and findings of the research.STEP 3: Research methods and Data collection technique

Data that is to be collected can be both primary and secondary in nature.

A. Sources of collecting primary data:

i. Surveys-

Surveys will be conducted amongst the target group of 18 to 35 years

old. The following kind of surveys will be used:

Face to face interview- Such kinds of surveys involve a lot of

depth and helps in better understanding of the consumers. The

respondent can be observed ta the same time.

Surveys on the interview- The target audience being primarily the

youth, they can be easily found on the internet. Visitors to the

company website can be asked to fill questionnaires and also


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ii. Rating-

The following rating scales will be used in order to measure data:

Likert Scale- The respondent will be asked whether they agree or disagree to a

particular proposition.

The Stapel Scale will also be used where the respondents will be asked the

degree of liking or disliking , to what extent they agree or disagree to certain

given conditions.

Projective techniques that will be used will be:

i. Word association where the respondents will be asked for the first thing that

comes to their mind when you say a particular word. The organization can take

in ideas for communication messages and also help comprehend whether whatthe company really wants to say reaches out to the consumer.

ii. Sentence Completion where the respondents will be given half completed

statements and will be asked to complete it. It will give the company a better

understanding of the respondents hidden needs.

STEP 5: Determining the research design and sampling method:

The research design that will be used in order to study the target market for a new

premium range of watches and wrist gear is Descriptive Method. Being an existing

watch company and coming up with a new range of watches, the company is

getting into brand extensions. Through a descriptive research, the organization

can answer the questions who, what, where, when and how of the target

audience for the watches. The research will be factual and simple.

The research design will be cross sectional in nature as a few people from the

population will be selected at one given point of time for the research.

The sampling method that will be used will be probability sampling. A Systematicsampling method will be adopted for the sampling process. The method will be

cheaper compared to other methods and random selection of the sample doesnt

need to be done too often. Plus since it is premium it becomes necessary to talk to

the niche crowd only

STEP 6: Data Processing and Data Analysis:


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Data Processing needs to be carried out. This will convert all the various kinds of data

collected from all sources into meaningful information enabling them to be analyzed

further.

Data Analysis is the application of the processed data into meaningful formats and

helping come to a conclusion and proper findings for the research. This step isextremely important because otherwise the data collected will not make any sense.

STEP 7: Determine time and cost for research

Since the research aims at testing the demand for a premium range of watches and

wrist gear across metropolitan cities in India, it will consume about 2-3 months. Alsowith such wide range of target audience and the in depth information required for the

research, a large amount of money will be involved amounting to about Rs 3-5 lakhs.

STEP 8: Define a moral code of ethics for research

A moral code of ethics will be designed to which the researcher will have to abide and

follow during the process of the study.

STEP 9: Prepare the research report:

The report of the research will be in the following format:

i. Title

ii. Index

iii. Introduction

iv. Statement of problem

v. Data Collection technique

vi. Research design/ Sampling method

vii. Major Findings

viii. Recommendations


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ix. Conclusion

x. Bibliography

xi. Appendix

The questionnaire to aid this study will be as follows:

1. Do you use a watch?

Yes

No

2. What do you look for in your watch?

3. Rank the following features that make you opt for a watch, in order ofimportance

Style

Price

Colour

Battery Life

Clarity of digits

Digital

Strap

Brand Name

Chronogaph

Other features on watch like date

4. What is the first thing that comes to your mind when you hear the word-

Time/watch/brand name push this as first question

5. If you had to personify your ideal watch, what will it be like?

6. My next new watch should stand out from the ones in the market

Strongly agree

Agree


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Cant say

Disagree

Strongly Disagree

7. Money is an important factor to be considered while purchasing a watch

Strongly agree

Agree

Cant say

Disagree

Strongly Disagree

8. Measure the degree of the response in the previous question by stating howimportance is price?

+3

+2

+1

Very Important

-1

-2

-3

9. Does the brand name matter when you purchase a watch?

Yes

No

You have not added sentence completion

amr case study 1 sb

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