Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

RESEARCH METHODOLOGY

No description
by

Burcu Bayram

on 6 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Assistant Prof. Dr. Bahar Yaşin

The research Problem:
'Customer Satisfaction and Customer Loyalty for Blackberry'

General Information about Industry
The History of the Blackberry dates back to the founding of RIM in 1984. This technology company that would one day revolutionıze wireless communications was created by
23 year old named Mike Lazaridis.
History of Blackberry

The first blackberry In 1996,
the company released the
inter@ctive Pager, also known as the
RIM900. This two-way

pager was the very first Blackberry model, and featured a full qwerty keyboard and small black and white screen
Hisory of Blackberry
- The first blackberry appeared on the market way back in 1991.

-In 2003 Blackberry introduced the firt of what we would think of as being modern smart phone

-The early Blackberry had a monochreme screen.
Competitors of Blackberry
There are actually a lot of competitors for Blackberry; the smart phone market is one of the most competitive market in the world. This has resulted in a significant loss of sales for the company over the years.
WHAT IS RIM?
- There are basically two different types of
companies that compete with Blackberry,
the first are the ones that make the devices themselves. The biggest player in this market
is now Nokia who build a line of several different smartphones that have become very popular

- Other competitors who build the devices
would include Samsung and LG.

Competitors of Blackberry
The biggest direct competitor for Blackberry is the
IPhone of Apple
since they are the only competitor who does the same as Blackberry and makes the phone and operating system themselves.
Competitors of Blackberry
HAS BEEN DRAMATICALLY FALLING DOWN
Blackberry has a several marketing decision problems
Blackberry's dilemma:
- They target corporate customers but the mass market holds the keys to their survival
-ıf they could only switch to a mass market approach they could reorient their strategy towards aggressive growth rather than their current sputtering cautions reacquisitions of corporate users.

The Mass Market
Blackberry management stated that Blackberry is not intended for mass-market appeal and will not be meant for everyone. Their strategy is to focus on an addressable market and this is the part of the market where they feel their brand is strong and where margins are high.
According to our marketing research problem:
- Questionnaire should begin with 'How clever is your mobile?'
-After customer preferences of mobile phone choice should be considered ,
-Which consumers Blackberry should focus their
markeing effort on?
Now let's see the basic assumptions about Blackberry devices..
1) Foresight and Innovation
Blackberry was a wildly popular innovative tool for corporate executives,but over the past couple of years it has not done much to stay ahead of a rapidly evolving technology market.
2) Targeting the Wrong Customers
Blackberry designed its smartphone to target business and government customers. Since then, corporate attitudes have changed; no longer are businesses freely handing out smartphones or deciding for employees which phone they should use
3) <True> consumers
Currently consumers are switching to trendier phones from Apple and Google's Android, using them for both business and personal purposes.
4)Complacency
In a highly evolving market there is no room for playing a 'wait and see game' nor can an enterprise afford to relax in the face of emerging trend.
5) Ignoring the warning signs
Sales trends and forecasts are ultimate predictors of a company's competitive position in the market Blackberry's slow response to the warning signs meant that it had continued on its stumbling path for some tşime. The latest financial report shows a 25% decline in sales or 125 million dollar in losses over the previous year.
Should the price of the product be changed?
Our one of the management decision problem is : 'Should the price of the product be changed?'

The main problem of Blackberryis wrong target market not the price but obviously price is the one of the most important element to think so we obtaşin some results how should be the price of Blackberry; 'Should it be more, constant or less?

Blackberry is not looking to sell a high volume of devices to drive profit.
They are more focused on Blackberry being an 'aspirational' product.

They believe that if the price goes too low, they may gain volumes but will dilute the value of their products.
Customer
Satisfaction:


performance
quality
services
features
Loyalty :
Design
Habit
Reputation
Demografic
Factors:
Gender
Marital Status
Grade
Income
price
The Research Design
-Description
-Classification
-Decision
A framework for conducting a marketing research project, that details the procedures for getting the information needed to structure then solve the marketing research problem
Classification:
1)Exploratory Research Design
2)Conclusive Research Design
a.Descriptive Research
-Longitudinal Design
-Cross-Sectional Design
Single-cross
Multiple-cross
b.Causal Research
Decision

1. Does it adequately test the hypothesis?
2. Does it identify & control extraneous factors?
3. Are results generalizable?
4. Can the hypothesis be rejected or retained via statistical means?
5. Is the design efficient in using available resources?
RESEARCH QUESTIONS AND HYPOTHESIS

Hypothesis are improved with the components of research design model regarding to the each other.

From the point of customer satisfaction view;

hypothesis for the customer satisfaction
(
quality)
and demographic factors;
Gender:
h0: the quality expectation of customer differs based on gender
h1:the quality expectation of customer differs does NOT based on gender
hypothesis for the customer satisfaction
(price)
and demographic factors;
Marital
status:
ho: the price expectation of customer differs based on marital status.
h1:the price expectation of customer differs does NOT based on marital status.
1)Are you a smart phone user?
........ Yes
........No (then you may stop fillig the rest)
2) Are you blackberry user?

......... Yes
......... No (if no, then you may stop filling the rest.)
Questionnaires:
Hypothesis for the customer satisfaction
(
performance)
and demographic factors;
Income:
ho: the performance expectation of customer differs based on Income
h1:the performance expectation of customer differs does NOT based on Income
hypothesis for the customer satisfaction
(features)
and demographic factors;
Gender:
Hypothesis for the customer relationship
(features)
and demografic factors ;
Gender:
Marital
Status:
Income:
Grade:
hypothesis for the customer satisfaction
(services)
and demograhic factors;
Grade:
from the loyalty point of view:
Hypothesis for the loyalty
(design)
and demographic factors;
Gender:
Smartphone Industry
What are Smartphones?
smartphones are advanced mobile phones that offer more in the sense of computing abilities and connectivity than a contemporary or standard phone.

Smartphones's run complete opeating system software's thus, they can combine the functions of a camera and a personal digital assistant(PDA).

A smartphone allows its users the ability to install and operate advanced applications whereas contemporary or standard phones are only able to run minor applications such as java.
what makes smartphones smart?
A smart phone is basically a phone with multiedia capabilities like camera, video and audio playback , internet, games etc. That's what makes it a smart phone.
The First Smartphone
The first smartphone was designed by IBM in 1992.
He was released to the public in 1993 and marketed by BellSouth.
The Simon included a calender, address book, fax, modem, calculator,notepad, an e-mail app, and simple games. It also had a completely touch-screen based interface with a touch keyboard that sported a very early predictive typing algorithm. even expand the memory with a PCMCIA laptop memory card.
Hypothesis for the loyalty
(habit)
and demographic factors;
Income:
Hypothesis for the loyalty
(reputation)
and demographic factors;
Gender:
hypothesis for the customer satisfaction
(price)
and demographic factors;
Marital
status:
Hypothesis for the customer satisfaction
(features)
and demographic factors;
Gender:
Hypothesis for the customer satisfaction
(services)
and demographic factors;
Grade:
ho:The price expectatin of customer differs based on marital status.
h1:The price expectatin of customer differs does NOT based on marital status.
ho:The features expectation of customer differs based on gender.
h1:The features expectation of customer differs does NOT based on gender.
ho:The service expectation of customer differs based on grade.
h1:The service expectation of customer differs does NOT based on grade
h0: The design expectation of customer differs based on gender.
h1The design expectation of customer differs does NOT based on gender.:
h0:The habits of customer differs based on income.
h1:The habits of customer differs does NOT based on income.
ho:The reputation expectation of customer differs based on gender.
h1:The reputation expectation of customer differs does NOT based on gender.
PREQUESTIONNAIRE
1)Are you blackberry user?
_____________________
2)What is your monthly income?
_____________________
Questionnaire

Q1) Are you a blackberry user?
YES_____ NO______(then you may stop
filling the rest.)

Q2)Gender?
______MALE
______FEMALE

Q3) Which classes are you currently taking?
_______1st class
_______2nd class
_______3rd class
_______4th class
Q4) What category of income do you fit into?
_______Less than 300 TL
_______301 TL - 600 TL
_______601 TL - 900 TL
_______901 TL - 1200TL
_______1201 TL and above
Q6) Please rate your degree of importance for a smartphone?
Q7)
Please rate the following factors that identify the reasons for choosing Blackberry?
Q6)  Please rate the following factors that identify the reasons for choosing Blackberry?

Q6)  Please rate the following factors that identify the reasons for choosing Blackberry?

The Sampling Design Process
1)Define the population:
-
Population/Target population:
Blackberry users
-
Survey population:
Blackberry users between the age of 18-24, which refers to university students regarding the demographical factors.
-
Elements
: Blackberry users who are university students.
-
Sampling Unit
: Blackberry users in the Business Administration Faculty of Istanbul University.
-
Extent
: Business Administration Faculty of Istanbul University
-
Time Frame
: 2 weeks between 4-15 November

3) Select a Sampling Technique:
For our blackberry case, we have selected to use Quota
Sampling. A quota sample a type of non-probability sample in which the researcher selects people according to some fixed quota. That is, units are selected into a sample n the basis of pre-specified characteristics so that the total sample has the same distribution of characteristics assumed to exist in the population being studied.
π = 0.50
Confidence level = 95%
Z value for 95% confidence level is = 1,96
e = 0,05
According to our values, n= 384

In order to calculate our sample size we have used the formula below;

4) Determine the Sample Size:


5)Execute the Sampling Process:
Based on secondary datas we have conducted that the
Blackberry's market share for the 3rd Quarter of 2013 is 1,7%. Since we have chosen Istanbul University's Business Administration Faculty as our sampling unit, we have decided to get 1,7% of the total population of the Business Administration Faculty in order to get a more precise result.

Business Administration Faculty Total Population : 2771
N: 2771 x 1,7% = 47
Since we have get the 1.7% of the population and made our research narrower based on the market share percentage of Blackberry . We have decided to make our sample size narrower too by getting 1.7% of it also.
n=384 x 1,7% = 7
According to quota sampling rules,we should calculate a Quota based on the formula;
Quota = n / N= 7 / 47 = 0,15
THANK YOUU :)
Any questions?
2009 - 2012
2013
Q5)What is your marital status?

________Married
________Single
Generalization
Desricptive RD:
Single- Cross Cross Sectional Design

Statistical Means
Descriptive RD


The Hypothesis
Exploratory RD
Casual RD

Identification & Control of Extraneous Factors
Exploratory RD
Casual RD

Efficiency & Reliability
Exploratory RD
Casual RD

Decision

2)Determine the Sampling Frame:
-
Sampling frame of our case:
List of the students in the Business Administration Faculty of Istanbul University
A Single Company Can’t Win on Its Own

The Software Isn’t Impressive

Blame It On the Apps

Consumers Really Don’t Care
Consumers are a lazy bunch and need to be told what to buy.

The Enterprise Doesn’t Care
BlackBerry insisted on producing phones with full keyboards,
even after it became clear that many users preferred touchscreens.

The Q10 showed a lack of progress
Throwing the Q10 under the bus as ‘lacking progress’ shows
he doesn’t understand BlackBerry, or its users.

The Apple Effect Is Too Strong
When BlackBerry finally did launch a touchscreen device, it was
seen as a poor imitation of the iPhone.

The marketing was all wrong
Though, I must admit I do agree with one point: marketing.
BlackBerry has yet again failed to successfully market the new products…properly.


The Z10 wasn't so special enough
BlackBerry saw its devices
as fancy, e-mail-enabled mobile phones.
Full transcript