The Role and Interpretation of Pilot Studies in Marketing - Research Proposal Example

Marketing Case Studies Scenarios Scenario 1: Urban Renewal Authority (URA) Background Information Lochiel Park is a modern development firm that is located in the suburb of Campbelltown around 8 kilometers from the Adelaide CBD. The Urban Renewal Authority URA embarked on measures to promote a green village that pays comprehensive value for environment conservation and design of modern buildings constructed through green building technology that emphasizes on the utilization collaborative measures in renewable energy, water conservation, and waste reduction, social and economic aspects of their buildings. It was planned through South Australia's Strategic Plan, which was formulated to create awareness on Attaining Sustainability through the application of modern concepts of ecological and carbon footprints in creating harmony in the nature[Loc14]. Target Respondent The research targeted the new migrants into the region where transformation has occurred. It will evaluate the reasons behind their will and desire to relocate into a new region. The factors that promote settlement in the region should be identified by the new migrants. In addition, the research should source information from long time inhabitants in the regions. They would help in identifying the past situation in the region and compare and contrast their situation currently. Furthermore, the other target group would be developers who would provide information on the reasons that made them decide on that region as the best for their construction work. Finally, the governmental and non-governmental experts in the environment, natural resources management and design developers should also be engaged. Will provide information on the need for using energy efficient buildings and the importance of environmental conservation. Methodology There are two methodologies that are applicable in the case of Urban Renewal Authority. Qualitative and quantitative methods would be essential in this research. The research involves the collection of numerical data that involve scientific computations that are essential in drawing a conclusion and statistical data analysis[Klo08]. For example, there would be a computation of data involving the carbon reduction, energy efficiency and the amount of water that should be effectively supplied it would also entail the water supply had to determine the inflow pressure that should be considered. Qualitative methodology is applicable in determining the efficiency and quality of alternative source of energy and strength of the construction materials[Phi04]. Data Collection Primary and secondary methods of gathering data are applicable. The respondents provide information requested in the questionnaires to the marketing manager for the Urban Renewal Authority. Primary data collection methods include literature work, survey questionnaires, observation and interviewing. These methods would give first-hand information on the research[And11]. In addition, this research requires secondary methods of data collection through consideration of previous research carried out by authors, approved and documented. It helps with time management and acquisition of valid information. Identifying information from a wide variety of sources give an opportunity to compare and contrast the arguments laid down through critical analysis. The samples for primary information may be collected randomly consisting of around 150 respondents. This sample is used as a representation of the entire population. Scenario 2: South Australian Ambulance Service Company Information South Australian Ambulance Services is mandated to provision of emergency health services in the southern part of Australia that include treatment and transportation and high-quality patient care. Every resident of South Australia is can access their services as they desire. The staff work under reputation and professional profile that allows them to provide effective services responsibly to protect lives and reduce health related suffering to the Australian nationals[Sou14]. Target Respondent The population targeted by the survey on customer service quality and satisfaction levels are those who have used their services in accessing health concern. They are in two groups, those who required emergency services and those whose cases were not urgent. The two groups would be interviewed through questionnaires that are sent through their email address. The medical practitioners would also form a key group to source information. The information collected should use a large number of respondents that acts as a representation of the entire population in the region. It would enhance on the accuracy and precision of the views given. The retirees who worked previously with the company are also a credible source of information. Sampling Homogeneous Sampling is important in this survey since it brings together people of from a similar backgrounds and experiences. It reduces the chances for variation, simplifies analysis and help in facilitating group interviews. This strategic plan is applied most often when carrying out focus groups. For example, in this case it might bring patients who required emergency health attention. Their views are believed if credible not to vary by far. In qualitative research, the sample used is small and chosen randomly. Methodology Due to the nature of research and its objectives, qualitative survey was the best methodology to use in this research. The research intends to identify the quality of services that the South Australian Ambulance Services provides. Qualitative methodology is the best due to its nature of testing the experiences of different members of the society. The patient’s situation can be examined qualitatively. The survey is to determine and measure the level of satisfaction by the members of South Australia. It examines the exhaustively the factors that develop this satisfaction and suggesting ways in which it can be addressed. In qualitative research, the methods highly applicable are ethnography through action research, qualitative case study analysis, content analysis and so forth[Sha09]. Data Collection The data collection could be done from case studies carried out by previous researchers. It is true that the data collected is from few samples. Ethnographical method of data collection is also important in the qualitative research across Australian region. It is wise to note that in qualitative research, the researcher is the instrument. For example, when investigating a patient who has previously gone through ambulance emergency services, one record even the body reactions. Scenario 3: Smiggle Company Smiggle Company is a retail enterprise located and operating in the Australian region. The company engages in selling stationery goods that are designed in a funny design with the company slogan as “wear a smile meets a giggle.” Founded in 2003 by Melbourne by Stephen Morse and Peter Pausewang it has expanded expansively in the Australian region. In 2007, it was handed over to Just Group. Currently, it has several branches across Australia, New Zeeland, Singapore and UK[Smi14]. Respondents The target respondent in this case is the consumers of their goods as well as the suppliers who bear direct contact with the customers. The consumers may be grouped depending on the age to help make critical analysis of the group that has higher buying power and the factors promoting them to purchase. In addition, the regions should be handled separately to ensure that geographical and cultural factors are also considered. Sampling Due to the diversity of the company, a representative sample should be collected from the nations where their products are consumed. There is a higher likelihood of acquiring credible and accurate information when the samples are taken from the main regions of operation. In a move to expand the market, the company may explore other neighboring regions. The samples have to be selected randomly to ensure that there is a distribution of responses across different geographical and cultural settings. Methodology The nature of this research depends mainly on the actual situation that consumers perceive their products. It mainly incorporates the quantitative methodology that efficiently works for such research. The quantitative methodology in this case combines the use of questionnaires that are sent online since it is cheaper to relevant consumers. The use of questionnaires is done to enhance one on one discussion and interviews[Edg90]. There is also a great success that is associated with research regarding companies that intend to increase sales or promote their good. These methodologies are applicable to the entire research. Questionnaires, interviews and discussions are the most appropriate methods in this research. There are extensively used to collect huge data samples that are cheap, especially when using questionnaires that are sent through the email[Sha09]. Pilot study A pilot study is done before the actual research. It is used to test the mechanisms used. In this research, a pilot study would help clarify the applicability of the research, resources required and the time required to complete the actual research[Lan04]. Data collection The best method to collect data would be through questionnaires that may be closed or open ended. The open-ended questionnaire is effective, but is time consuming when analyzing the data. The questionnaires are sent through email and online platform. It is the most effective way to carry out this form of research[Way09]. Bibliography Loc14: , (Lochiel Park , 2014), Klo08: , (Klopper, 2008, pp. 62-63), Phi04: , (Philip, 2004, p. 172), And11: , (Andrew, et al., 2011, pp. 628-629), Sou14: , (South Australian Ambulance Service, 2014, p. online), Sha09: , (Sharan, 2009, p. 2), Smi14: , (Smiggle, 2014), Edg90: , (Edga, 1990, pp. 2-3), Sha09: , (Sharan, 2009, p. 6), Lan04: , (Lancaster & Williamson, 2004, p. 309), Way09: , (Wayne & Joseph, 2009, pp. 22-23), Read More