Formulation of the Research Problem - Statistics Project Example

Formulation of the Research Problem Formulation of the Research Problem Organization: Ford Motor Company Introduction Ford Motor Company launched its online marketing plan involving use of digital platform to engage its customers in 2008. The company contracted online marketers such as Scott Monty and other web based advertising agents to implement its digital marketing plan. Part of Ford Motor Company’s plan was to market through social media sites. Sites such as Twitter, Facebook and YouTube were imperative in implementing Ford’s online marketing strategy.

Ford spent 25 percent of its resources allocated for advertisement on digital advertising in 2009 and 2010. It recorded an increase in sales of 22 percent, twice the industry’s growth, in 2010- three years after it launched digital advertising plan (Woodall, 2010). Besides its increased sales, Ford Motor Company gained high consumer perception. In 2008, Ford’s brands were trending highest among its competitors in perceived quality, based on reports by ALG (Woodall, 2010). Ford recorded improved consumer interest in its brands.

Ford applies the conversation index to measure returns from digital advertising. Conversation index is a propriety tool designed by agencies contracted to implement Ford’s online advertising strategy. It compares consumers’ frequency of mention of Ford and its major competitors such as Honda and Toyota. Research QuestionIs there a correlation in Ford’s sales increase (DV) based its digital advertising (IV)?Research HypothesisThe hypothesis statements are the next step.Ho: There is no correlation in Ford’s sales increase (DV) based on its digital advertising (IV).

H1: There is a correlation in Ford’s sales increase (DV) based on its digital advertising (IV).Data SetsData on Ford Motor Company’s sales (DV) is available on the company website and annual financial reports. The DV is numeric data, in this case.Digital marketing (Independent variable) is an attribute data. It will be operationalized in the research. Reference Woodall, B. (November 1, 2010). Ford bets big in digital marketing departure. Reuters. Retrieved on July 28, 2014 from http://www.reuters.com/article/2010/11/01/retire-us-ford-marketing-idUSTRE6A05DR20101101