Research Strategy
In defining the research strategy to determine the best possible multichannel strategy for selling the JINI into the U.S. market, a combination of primary and secondary data needs to be collected. One of the most important critical success factors for creating a profitable B2B strategy is qualifying distributors, dealers and channel partners with regard to their service expertise (Raddats, Easingwood, 2010). Second is finding those distributors who have insights into how they can sell effectively to retailers, mass merchandisers and smaller offices (Stanley, Wojcik, 2005). JINI needs to set service quality as one of its most importation criterion for evaluating potential new resellers, distributors and dealers who can reach the 228M computer users in the U.S. The research strategy to accomplish this is as follows with secondary research being used to define the overall requirements followed by primary research including interviews with members of the distribution channel.
Secondary Research
First Stage: Define the research objectives of the entire research project including the definition of multichannel distributors, dealers and resellers and most critical success factors for the JINI product introduction.
Second Stage: Collect and aggregate secondary studies of PC users who spend over 50% of their time on their computers and who have a medium to high level of disposable income.
Third Stage: Capture secondary data on each of the potential distribution channels and build a statistical model showing...
Test the questionnaire and ensure it is representative of the factors being tracked.
Phase 3: Complete the survey with respondents online and when possible, in person.
Phase 4: Analysis of the survey results and definition of the distribution strategy and product introduction plan.
References
Bonvissuto, K. (2009). Specialty eyewear has never looked so good. Ophthalmology Times, 34(12), 37-38,41.
Farres, R. (2012). Optimal pricing models in B2B organizations. Journal of Revenue and Pricing Management, 11(1), 35-39.
Grobart, S. (2013, Feb 04). Browsing the web will become more like using an app. Business Week,, 1.
Irving, H.B. (2001). The trusted advisor revealed. Consulting to Management, 12(2), 35-37.
Raddats, C., & Easingwood, C. (2010). Services growth options for B2B product-centric businesses. Industrial Marketing Management, 39(8), 1334.
Stanley, J.E., & Wojcik, P.J. (2005). Better B2B selling. The McKinsey Quarterly, (3), 15-15.
Watson, R. (2009). Product variety and competition in the retail market for eyeglasses. The Journal of Industrial Economics, 57(2), 217.
