Identify Research Needs and Define the Research Problem

Part A: Identify Research Needs and Define the Research Problem

Description:

Market research is often confused with marketing research. Market research is concerned specifically with

research about markets and consumers; whereas marketing research is concerned with problems relating to the marketing of goods and services.

A research is usually necessitated by a problem – in case of market research, a problem related to the market or the consumers. Examples of market research areas include;

▪ Sales and market share

▪ Market and consumer trend

▪ Customer segmentation

▪ Competitors and brand loyalty

In this assessment task, you will be given an annual report of an organisation that shows a considerable shift in Company’s market or consumer situation. You will be required to;

1. Visit company’s website and gather general product and market information

• Nokia was founded first as a paper ill in Finland.
• Earl 1970’s& 1980’s Nokia becae involved in the telecommunication industry.
• 1987 Nokia implemented their first handheld mobile device.
• 1992-first digital handheld device was released.
• 1998-nokia was widely known as the leader in the mobile phone industry.
• Recently, Nokia’s high standing has fallen.
• From 1988-2012,Nokia was the largest vendor of mobile  phones in the world.
• 2010,its market share had declined to 28%.

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1. Review and write a brief analysis (maximum one page) specifically about company’s markets and Market shares

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About market share:

• Nokia lost its market share-23.9%in a one year
• Apple is the most profitable brand
• Nokia could not meet wants of market.

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1. Articulate one specific research question (problem) that you think may help identify the reasons for change in company’s market share (or trend, or consumer preferences – as determined by you)[pic 6]

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1. Support your question with a rationale – with an overview of the industry environment and what this research will endeavour to discover/prove/test

Problem definition

1. Decide on management decision problem

the customer satisfaction and customer loyalty

2) Symptoms:

-Decreasing of sales

-Market shrinkage

3) Define marketing research problem

-to determine underlying cause of customer satisfaction and customer loyalty.