Research Process - Essay Example

A research process consists of various stages. The stages are generally as follows:-

• Problem definition
• Purpose of the research
• Research design
• Data collection
• Data analysis
• Interpretation of the result
• Validation of the result (Panneerselvam 10).

Each of the aforementioned stages has different functions. Now in this context, the study is aimed to determine the characteristics that are required to incorporate a new line of travel services and destinations targeted. The target customer in this aspect is the people with mobility impairments. The determination process is hereby presented below:-

Stage 1: Objective of the research: - The primary objective of the research is to determine the characteristics required to incorporate a new line of travel services and destinations targeted in order to cater to the segment with mobility impairments.

 Stage 2:  Collection of secondary data: - The next step that is to be followed in this context of the study is the collection of secondary data. In this aspect, relevant secondary data can be used. For example, data from other travel agencies regarding their special tour packages can be collected to serve the purpose. The secondary research must be carried out to know the facts such as the tourist destination that will be able to provide accommodation to people with disabilities. The secondary research can be also about facilities needed for a disabled person.  

Stage 3: Once the secondary data is collected, the next step is to collect the primary data. In this perspective qualitative and quantitative forms of research, qualitative research must be used. This is because the target group is small in numbers and hence the required respondents will be also fewer. The sample will be 5-10 disabled people. The data will be collected through observation method as it is the best possible way. Through the observation method, the patterns and problems of the disabled will be identified and accordingly, the characteristics can be developed.  

Stage 4: Data analysis: - The next step is to analyze the data and present the findings. The findings from both secondary as well as primary data will be presented in this stage.

Stage 5: Interpretation of the result: - Finally a report will be prepared which will address the special characteristics needed to be incorporated as well as the target destination.

The three candy brands that have been selected for this purpose are

Candy Brands

Segmentation

Positioning

Motivation

Brand Personality

York Peppermint Patties

Mainly segments on the basis of demographics and targets old people.

It positions itself as a brand that acts as a substitute of medicine.

Safety needs

Warm and soothing.

Cadbury “Perk”

Segments on the basis of geography as well as demography. However it mainly targets teenagers

It positions itself as a brand that offers instant energy to the consumers and can be consumed anywhere (“Perk”).

Psychological needs

Fun and engaging.

Nestle “Kit Kat”

Segments on the basis of demographics and mainly targets young people

It positions itself as a product that offers relaxation to the people.

Social needs

 Nostalgic and prestigious.