A technology company has seen a declining interest in its smartphone products over the last 3 quarters—the chief operating officer (COO) tasks the Marketing Department to find out what features are requested most by consumers. Then, the team will select one new feature to add to the smartphone products. The targeted launch of the new product is in 6 months. The Marketing Vice President (VP) needs to determine whether they should use a qualitative, quantitative, or mixed-methods research design.
- Research question: What are the most important features that would influence a customer to buy a smartphone?
- Qualitative research method: A research method used to gain insight and explore the depth and complexity of the topic being researched
- Quantitative research method: A research method used to establish the associations between variables associated with the research topic or to establish causality
- Mixed-methods research method: A research method in which elements of qualitative and quantitative research are used to explore and examine the research topic
In addition to the research question to explore which features influence a customer to buy a smartphone, the team now wants to add a hypothesis test to examine one particular feature further. After reviewing customer feedback that has come in over the last 3 months, the team is seeing a high frequency of complaints about the length of time that their smartphone battery is lasting between charges. Does this necessarily mean that a long-lasting battery is a feature preference that the team should be aware of? The team decides to test a hypothesis to find out.
- Population: From the participant response rate in past marketing research studies, the team knows that it needs a sample size of 200 to get at least a 30% response rate.
- Research question: Which features influence you to purchase a smartphone?
- Hypothesis: Customers prefer a battery that lasts longer between charges to other smartphone features.
- Probability sampling techniques: Table 7.2 on p. 307 and pp. 307–314 of the textbook
- Nonprobability sample techniques: Pages 315–324 of the textbook
Include the following in the research method and sample analysis:
- Introduce the reader to the use of qualitative and quantitative research methods in business research design and the methods available for identifying a sample for a research design.
- Compare the given qualitative and quantitative research designs, and explain how each will enable the answering of the given business research question.
- Assess the given sample selection techniques, and select the technique that best enables a good sample size for testing the given hypothesis.
- The conclusion should summarize key points from the research methods and sampling analysis discussed above.
Deliverable Requirements
The research methods and sample analysis should be 5 pages in length. Be sure to cite sources using APA properly; include references and in-text citations.
Submitting your assignment in APA format means, at a minimum, that you will need the following:
- Title page: Remember the running head. The title should be in all capitals.
- Length: 5 pages minimum
- Body: This begins on the page following the title page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
- Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.
