Descriptive Research Approach Marketing Plan

Length: 5 pages Sources: 5 Subject: Education - Computers Type: Marketing Plan Paper: #25567912 Related Topics: Smartphones, Iphone, Consumer Perception, Android
Excerpt from Marketing Plan :

Promotion Marketing Research Galaxy Mini S

Subjects And The Research Process

To determine whether the target market would buy Galaxy Mini S, I will conduct a descriptive study by using qualitative research. This study is descriptive because I will describe how Galaxy Mini S is beneficial to users after analyzing the results from my research subjects, which I will interview and observe participants. This type of research is appropriate because I will be able to observe my subjects in a direct manner, as they interact with Galaxy Mini S. This type of observation will yield descriptive results that might be difficult to find using other research methods.

The population for this study includes youth and adults that use Smartphones on a regular basis. Purposive sampling refers to a non-probability sampling method whereby the researcher selects the units to be observed based on his/her judgment about which ones will be the most representative or useful. I will use purposive sampling to recruit participants for this study. Since many people using Smartphones and are readily available in the market, I will employ my judgment to determine the sample.


I have chosen a target market that forms the early adopters, for this case study. I will choose participants who use smart phones. These participants must own a Smartphone. Another requirement is that I must be allowed to come to meet them and observe them using a Smartphone. I have obtained permission from the subjects to conduct this case study. Time constraint will make it impossible to travel a long distance or study a large number of participants (Perner, n.d.). I intend to study twenty participants.

Data Collection

The unit of analysis and observation in this study is the individual people who are participating. The Galaxy Mini S will also be analyzed by how the participants use the apps and view the product. In this study, I will consider a variety of variables such as the gender, occupation, and age of the participants. The materials that will be used are a tape recorder, notepad, and pen.


Qualitative interviewing "is based on a set of topics to be discussed rather than based on standardized questions" (Comstock, Gulati & Liguori, 2010). I will conduct qualitative interviews that will involve a one-on-one conversation between the participants and me. The interviews will be approximately 30 minutes each unless I feel the need to allow more time for the participants to respond completely.

The interview will begin with an opening where I will explain the purpose of the interview and my research. Then, I will ask questions about their use of a Smartphone to determine whether they would buy Galaxy Mini S. I will use both open and directed question style. My questions will be based on issues that need to be explored, and I will allow the interview to develop into a conversation about these topics. I will listen carefully to the participants and pursue further information based on their responses. I will use Semi-Directed Interview Behavior where there is mixed control because I want to give the participants the chance provide their ideas and information. This flexibility will give the participants a chance to discuss their use of the Smartphone and provide opinions, ideas, and suggestions for improvement (Lopez, 2012).

When the interview is over, I will close by thanking them for their participation and eliminating any concerns questions. I will then debrief them by explaining more about the study and the way their responses will be used. The interviews will be tape recorded, and I will make notes. I will transcribe the interviews verbatim during the analysis


After interviewing the participants, I will observe them directly. I will ask the participant to switch on the Smartphone and show me what apps they use and how they find the applications, they need. I will ask them to perform the tasks that they mentioned in the interviews and record my observations. During this process, I will take notes of empirical observations and my personal interpretations (Jargon, 2012).

The technique will be "participant observation" because they will not know that they are being observed. I have decided not to participate actively because I feel it is not necessary, and I will gain better insight by observing them. My participation will not yield the results I am looking for because I am not among the sample that I am studying (Burkitt, 2011).

I have obtained permission to have access to the Galaxy Mini S prior to the interviews. I will examine the characteristics before and after the interviews and observations so that I have an understanding of what is available. By examining the features on the Galaxy Mini S, I will be able to determine if the product is ground breaking. It will enable me understand why the target market is attracted to the product.

I also plan to conduct background research about the customers prior to the interviews and observations to gain an improved understanding of the kind of work the participants do. This knowledge will help me structure the interview questions and suggest tasks for observation. I will use the transcripts from the interviews and notes from the observations to analyze the data, looking for categories of responses and themes about why the target market would buy the product. I will make recommendations for how Galaxy Mini S should be designed and utilized.

b. Purpose of my research

This study will determine why the target market would be attracted to buy Galaxy Mini S phone. The research has diverse implications contributing to a deeper understanding about customer perceptions about the phone. It will reveal how the market is prepared to respond to the Smartphone. The phone should enable users to access and use apps as fast as possible. Examining the Smartphone market and the users utilize Smartphones is important because it will help determine the way that Galaxy Mini S should be structured.

c. Key findings

It seems the introduction of Galaxy S series will be the ultimate Samsung product to compete in the Smartphone market with its biggest rival Apple iPhone. They capitalized on the flaws of their competitors, and made a model with a wider touch screen and the best quality resolution, faster processor and were the thinnest Smartphone available in the market. It also allows the user to incorporate an external micro SD memory and supports many multimedia formats that its competitors could not. It has an outstanding characteristic that differentiate Galaxy Mini S products from its competitors. The product is well differentiated as it offers very innovative technology and design that suits its consumer's needs as the data analysis has confirmed on the consumer perception about Galaxy Mini S products. From the findings on the Smartphone market situation, the strategy seems to have helped in boosting Samsung's success in the market

Overall, the perception of the respondents towards Galaxy Mini S compared to iPhone is good. The total average percentage showed from the respondent response; classified Galaxy Mini S as good. Seems Samsung's Smartphones are well-known for their uniqueness. Some of the opinions about the product from the respondents include;

"They are affordable."

"I would buy Samsung Smartphone because they have a bigger range of cheaper and more expensive products."

"Galaxy Mini S: They have an excellent price and different features for everyone."

"Samsung Smartphones have different price range suitable for anyone."

"They are made for everyone."

The perception of the twenty respondents towards Galaxy Mini S Smartphone is good. Fifteen of the twenty respondents said they would buy Galaxy Mini S over iPhone in the question on which Smartphone, one prefers to buy between iPhone and Samsung.

The following are some of the reasons from the respondents.

"I would go for the Samsung Smartphones because they are more attractive, for…

Sources Used in Documents:


Comstock, B., Gulati, R., & Liguori, S. (2010). Unleashing the power of marketing. Harvard Business Review, 88 (10), 90-98.

Burkitt, L. (2011). A Chinese Brand Flounders in U.S.. Wall Street Journal (December 20):B1.

Lopez, R. (2012). Sevenly hopes to change the world one t-shirt at a time. Los Angeles Times (January 25).

Jargon, J. (2012). 'Super Size Me' Generation Takes Over at McDonald's. Wall Street Journal. (March 8):A1.
Perner, L. (n.d.). Integrated Marketing Communication. Introduction to Marketing. Marshall School, USC. Retrieved from

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