Marketing research of computer game (speed bann)
Academics of marketing often emphasize what too many of us are utterly obvious, that there is no certainty in the study of marketing sciences. A Qualitative method of study differs from the usual quantitative methods (used in the study of pure sciences) in the sense that it tends to be far more subjective. The research methods for marketing are a combination of both quantitative and qualitative methods. Being open to qualitative methods of study also allows social scientists to incorporate non-quantitative data (i.e. non-numerical data, such as words, images, gestures, impressions etc.) in their study. Other variables may be inclusive of the economic standings of the potential customers of the company and rival organizations along with the same standings for the customers at the edge of the market segment interviewed. The data for this work was managed through a single questionnaire handed out to potential customers. This gave the research a more focused view of the research goal. The interviews and questioners would certainly include the Administrators, Managers, marketing experts and Scholar, senior managers and obviously the potential customers of the gaming software. To sum it up it should be mentioned that the methodology will involve client interviews, client’s strategic customer interview, company records, secondary research through the Internet and university database, it will also use strategic analysis tools for development of the marketing plan.
The company is to launch a new entertainment product viz. a Computer game (Speed Bann) dealing in motor sport in speed ways, The number of imported computer games available for sale in Australia has reached levels never seen before. Experts are placing greater emphasis on trade liberalization, globalization of markets, advances in communication, thus allowing consumers to be exposed to a wider range of imported goods.
The research is focused on the uniqueness of the game as any age group will feel pleasure in playing the game and the judgment of product quality. Research has shown the perceptions of product quality and the variety the game will influence the market. Some of the brand computer games have a good established market in Australia and the present status of the new game to be launched has to pass in different phases. The scope of the study is:
a) To make a detailed study of the computer game market in terms of its existing market size, future market potential, major geographical markets and important customer segments;
b) To record, who are the major competitors for this product, their respective product attributes, brand positioning and marketing strategies,
c) To study each of the major customer segments viz., institutions such as schools, colleges and educational institutions etc. and retail outlets, the brand awareness and brand preference of the different segments, the purchase pattern for computer games in terms of identification of manufacturers from whom the product is purchased, price paid, credit facilities enjoyed by the institutions and retailers and the delivery schedules.
In the area of marketing, much of the information required for decision-making exists outside the firm e.g., information on why people buy only certain products and not other products; information about the competitor’s next move ; information about new rules and regulations which can affect the working etc. Speed Bann faces a challenging task in attempting to improve this decision-making. The variables involved in the marketing decisions being external to the firm make collection of information cumbersome and expensive. Since the variables are often qualitative and dynamic in nature their measurement is also difficult, and the results not always accurate. Moreover many of the variables interact with each other in a very complex fashion which makes it difficult to isolate and measure specific variables. Thus the pressure on the company is very strong to correctly choose the most critical decision variables and seek relevant information about them. The wrong choice of information variables will not only result in unnecessary expenditure but can also lead the decision-making process astray. It also needs to monitor what is happening in the market place and in the general environment of the firm. The only way the company can monitor all these is through regular market research.
The biggest problem confronting anyone who sets out to conduct research is the meager secondary data. The census which contains a wealth for data takes many years to be compiled and released for public usage. Data contained in journals and handbooks is usually two to three years old. Thus whatever data is readily available is usually obsolete and this greatly reduces its utility. In collecting primary data the problems are those of widely scattered sampling units, location of some sampling units, and lack of communication facilities which compounds the problem of inaccessibility.
The other kind of problem encountered in collecting primary data is the uncooperative attitude of respondents arising out of sheer lack of knowledge about the nature of marketing research and its utility. Most of the market research organizations are located in the cities and have an urban-base to the extent that they have neither a penetration/base in the rural areas. Most market research is conducted in the cities for products used by city dwellers.
One of the primary ways in which marketing is defined is in terms of its difference from the so-called ‘pure sciences’ such as physics, chemistry, biology etc. Its use of theory and methodology is, therefore, closely related to this distinction. Academics of marketing often emphasize what too many of us are utterly obvious, that there is no certainty in the study of marketing sciences. This is because marketing not only deals with fiscal variables but also it deals with humanity, which is inherently transient. Taking this element of transience into consideration marketing scientists has to use not just quantitative but also qualitative methods of study. For this study of the company both the methods would be used. (Berkowitz, 1993)
A Qualitative method of study differs from the usual quantitative methods (used in the study of pure sciences) in the sense that it tends to be far more subjective. This is in sharp contrast to the methods used in pure sciences which are exclusively objective. The research methods for marketing are a combination of both quantitative and qualitative methods. Being open to qualitative methods of study also allows social scientists to incorporate non-quantitative data (i.e. non-numerical data, such as words, images, gestures, impressions etc.) in their study. Since human beings tend to operate in terms of such data and not in terms of the terminology used in ordinary sciences this broader outlook is far more applicable in the study of social sciences. In keeping with the methodology employed in marketing researches the theories too are formulated and used keeping in mind that they aren’t necessarily applicable to all conditions. Be it psychology, history, political science or economics human events are most likely to influence the rules which define the basic theories of a marketing subject. Success in the field of marketing researches can therefore be achieved if and only if it is understood that the subject has no space or opportunity for water-tight methodologies or theories. (Sen, 2001)
The Design of Depth
If the problem is correctly and precisely stated then it would be able to spell out the precise objectives for research. The Speed Bann research design spells out how we are going to achieve the stated research objectives. The data collection methods, the specific research instrument and the sampling plan that we will use for collecting data and the corresponding cost are the elements that constitute the research design
A problem is any situation which requires further investigations. However, not all marketing problems need formal investigation or research. Many problems are of a routine and trivial nature which can be solved immediately after ascertaining all the facts of the case. Our distributor wants 90 days credit against the usual 60 days because he is facing certain financial problems. The distributors past record in honoring his outstanding and ascertain the genuineness of his problem and make a decision.
Some problems faced by companies are such that they can be handled on the basis of past experience and intuition. It is very important that we define the problem for research properly. Clear, precise, to the point statement of the problem itself provides clues for the solution.
Key Questions chosen
The key questions in this concern would be as follows:
Do you buy both gaming contents & services from the same provider?
Which are the companies you deal with?
Rank the top ten total package providers.
Rank your criteria for choosing a service provider:
After sales service
What criteria’s do you take into account while choosing the company?
Notes: Very Important
Criteria 2: Parameter:
After sales service: Critical
Notes: Very Important
Criteria 3: Parameter:
Notes: Very Important
Criteria 4: Parameter:
Notes: Very Important
Criteria 5: Parameter:
Notes: Very Important
Criteria 6: Parameter:
Notes: Very Important
Criteria 7: Parameter:
Notes: Very Important
It can always be stated that Qualitative research is a process that includes interpretative paradigm under the measures of theoretical assumptions and the entire approach is based on sustainability that is depended on people’s experience in terms of communication. It can also be mentioned that the total approach is based on the fact that reality is created on the social formulations. It can also be mentioned that the basic target of qualitative research is instrumented towards social context under normal circumstances where it would be possible to interpret, decode and describe the significances of a phenomenon. The entire process is operational under the parameter of interpretative paradigm that can minimize illusion and share subjectivity under contextualization, authenticity and complexity of the investigation. (Bandura, 1999)
The basic advantages of qualitative measures are multifold. Firstly, it presents a completely realistic approach that the statistical analysis and numerical data used in research based on quantitative research cannot provide. Another advantage of qualitative measures is that it is more flexible in nature in terms of collected information interpretation, subsequent analysis and data collection. It also presents a holistic point of view of the investigation. Furthermore this approach of research allows the subjects to be comfortable thus be more accurate as research is carried on in accordance to the subject’s own terms. (Roy, 1991)
The best statistical method would be to interview long well formulated day to day working procedure at a specific and well selected location. Throughout the procedure, it should be noticed whether there are specific variables within the testable population or not. These variables would be extremely important while evaluating the basic data in the final stages where the adjustments would be made to the formulated data in accordance to the observations. However, it is important to completely take into account the aspects of fundamental variables of an individual such as ethnicity, religious belief or positive support from the sales structure of the management and individual. (Border, 2002)
It is necessary to design a new experiment that test the statistical method. For the purpose it is necessary to collect a complete data of the site that would include different religion, ethnicity or gender. An open meeting with potential customers of the company would be very relevant in this context but only the upper income limits should be taken into account in the initial stages. The mixed gender of male and female potential customers could well be excluded as that would complicate matters in the context of gender variable juxtaposed with other pre mentioned variables but considering other dependable factors sustaining it would yield to be fruitful in the long run. Data would be collected in relation to the gender, color, religion of the potential customers in respect to the composition of the management under the same parameters. Furthermore, the favorable conditions in the context of experienced customer response would also be accounted. (Roberts, 2003)
All these variables are considered as very relevant and important features of the statistical method and it is to be seen if these aspects are fundamentally acceptable in practical world and it could well be mentioned that service are a very relevant manifestation of the social dimensions. As a result if the test is carried out in a proper manner with proper calculations of the population involved then there is no reason that the results would be both logical and true at the end consideration. (Deb, 2002)
Key ethical issues relevant to the proposed research
In accordance to the basic test selected it could be stated that it could be possible that the outcome would be relatively logical in the sense that it would ultimately follow the trends of social facilitation theory in marketing and thus it would be agreeable with the statistical method and thus a well formulated marketing strategy can be constructed for the benefit of the gaming company. Furthermore, the entire scenario would be ethical too. However, it should be stated that there would be few independent variables in the context of the test that could not be explained by the statistical method statements. Here the ethical consideration of the potential customers or the ethnic background of the potential customers may not be a very relevant factor. Thus there could be some flaws to the collection of the population but if these aspects are kept in mind then the shortcomings would easily be negotiated during the ultimate computations. As a result the test would appear to be a full proofed measure that would be able to define and prove the fundamental aspects and statistical method applied under ethical considerations. (Mukherjee, 2004)
Evidence of an appreciation of scientific principles
The data for this work was managed through a single questionnaire handed out to potential customers. The researcher utilized gender identifiers and numbers or letters to separate each questionnaire for validity and reliability of results and to ensure bias reductions. The questionnaire is located in the Appendix section for understanding of the questions. Each question had either a yes or a no answer or followed positive or negative reactions to certain questions. The process to deliver and collect these questionnaires would be spanned around approximately two weeks.
The data sampling would be randomly managed utilizing stratified means with thirty-seven questionnaires completed by both male and female potential customers. The choice to use potential and existing customers alone in this research was made for three reasons. First, it was far simpler to have access to customers in regard to the researcher’s availability. Second, the focus itself is on customers’ attitudes and understanding of the gadget. Third, the quantification of such information allows the researcher to gain a broader perspective on how customers observe and realize the validity and reliability of information received from a variety of sources and how they apply it to daily life in terms of security.
It should be noted that reliability for the researcher was achieved in the assurance that only a specified group of men and women were utilized in regard to the research. That group was focused mostly on customers and retails along with administrative personnel. This gave the research a more focused view of the research goal. The validity was managed as a result of this focus and emphasized in the considerations involved in the data collection, variables, and sampling methods. Privacy and confidentiality methods included assigning numeric and alphabetic coding to each responding questionnaire. This ensured anonymity in regard to the researcher and the subjects of the research process. (Fletcher, 2005)
Thus the most important objective of the interviews regarding this study concerning the market segment of the gaming industry system would be building an impact regarding the profitability of this market for the stakeholder. As a result the study would feature qualitative interviews of personnel and personalities that are well known to the arena of marketing and a huge amount of potential customers who would provide complete views of their needs through as series of open and close ended questions.
The interviews and questioners would certainly include the Administrators, Managers, marketing experts and Scholar, senior managers and obviously the potential customers of the gaming software. The involvement of the administrators is a logical conclusion as this is the main stronghold that would be able to render the impetus of the market with his valued opinions. It should be noted that the interviews of the organization managers would be very helpful as they are the personnel who directly understand the ground reality of the nature and feasibility of the game plans established in the market segments of the company’s gaming system. Marketing scholars and experts are also important for the basic strategy development these are the people who would be able to provide the theoretical framework of entire project. Interviews of the senior administrators, Journalists and retailer are very important because not only these people are well respected and their words highly valued, these are the people who are able to influence the structure of the gaming market segment with their experience and insights. Lastly, interview would also be taken of experienced and potential consumers because they are the key objective of the entire scenario and these are the people who would actually present the objective of the market and would be instrumental directly to make the market worth venturing. (Kar, 2006)
To sum it up it should be mentioned that the methodology will involve client interviews, client’s strategic customer interview, company records, secondary research through the Internet and university database, it will also use strategic analysis tools for development of the marketing plan. In this context it should also be mentioned that the purpose of the project is formulated in a mutually beneficial way such that from an academic perspective there would be a huge gain in the context of valuable experience, and simultaneously add value by providing insights as well as a fresh & objective outlook on any matter relevant to the organization. (Lamb, 2004)
However it could be stated that the most basic distinction is between a quantitative or qualitative evaluation. In a quantitative evaluation, the purpose is to come up with some objective metric of human performance that can be used to compare interaction phenomena. This can be contrasted with a qualitative evaluation, in which the purpose is to derive deeper understanding of the human interaction experience. A typical example of a quantitative evaluation is the empirical user study, a controlled experiment in which some hypothesis about interaction is tested through direct measurement. A typical example of a qualitative evaluation is an open-ended interview with relevant users. As a result this method would be used widely. (Dos, 2006)
As descriptions of statistical methods that will be used it could be stated that in order to isolate the results for this particular study, only a survey questionnaire done would have been utilized. These questionnaires would be delivered to potential customers and retailers along with the administrators of different companies. The results were divided into these same categories to ensure validity and reliability. General information in regard to identifiers was utilized in order to ensure that there would be no bias. This information provided the researcher with a more clarified view of perceptions in regard to the possibility and impact of market penetration by the company.
The objective in this study was to see the possible effect of the new gaming system would have on the market segment. The study would in fact be balanced in its validity and reliability by results in questionnaires delivered. The objective would be to discover whether a prior knowledge of management of market segmentation would be beneficial or detrimental toward the company and their understanding of the use of strategies as marketing tools. Data would be gained from a specific area for ease of accessibility and for targeted accuracy lending reliability and validity to the research process. (Anand, 2006)
The variables involved would also include age groups, amount of education, and understanding of security needs and responsibility. Other variables may be inclusive of the economic standings of the potential customers of the company and rival organizations along with the same standings for the customers at the edge of the market segment interviewed. A third series of variables includes the types of studies that are managed and the cultural background of the customers at each of these areas. The research paradigm considered by the researcher in regard to this work included the consideration of groups and how strategically developed planning would target them. These considerations included in management and how the different respondents would in fact classify usage of computer games. (Dollard, 2006)
However, it should be mentioned there are certain limitations of the study. A number of people (usually senior administrators) may also insist that the consumers have no contribution to the issue. Many of them may think that consumers come into the working formulation only during the advertising scenario and never in the development plan of the marketing procedure. As a result they do not use the requisite strategic management techniques or adaptive methods that need to be exercised while developing a study such as this. However, it creates a void in the test as this limitation can be overcome by taking the subject into better mode of confidence. However, at the same time, it should also be noted that there are certain limitations regarding the methodology of the interview aspect. It could be mentioned that past history has shown that it is not always people revealing a context in a survey or interview holds much truth in the long run in general sense. This is one variable that is able to corrupt any well formulated strategically set formulations. But this again is a possibility and not the general rule. At any case it should be noted that all steps would be taken with utmost care so that such variables are not allowed to upset the basic test of market segmentation beyond a certain permissible limit. If all these parameters are well implemented there could be no reason why a long term strategy for operation in a full length marketing penetration and procedure cannot be established. (King, 2006)
Anand, V; Process of Thought and Perception; HDT Ltd; 2006; 55
Bandura, A; Learning Theory: Marketing Parameters; Englewood Ciffs, N.J.: Prentice-Hall Inc. 1999; 35
Berkowitz, L., Aggressive Market: Its Causes, Consequences, and Control; New Haven and London: Yale University Press; 1993; 47
Border, S; Fire of the Mind; National Book Trust; 2002; 89
Deb, S; Evaluation Techniques; ABP Ltd; 2002; 14-6
Dos, M; Future of Thought Process: Management Gurus; Alliance Publications; 2006; 147-8
Dollard, John & Doob, Leonard W; Case studies in Leadership Building; New Haven and London: Yale University Press; 2006; 47-48
Fletcher, R; Marketing Principals: Beliefs and Knowledge; Believing and Knowing; Howard & Price; 2005; 338
Kar, P; History of Human Resource and Related Application of Psychology; Dasgupta & Chatterjee; 2006; 79
King, H; Management principals: Marketing; HBT & Brooks Ltd; 2006; 33
Lamb, Davis; Cult to Culture: The Development of Civilization on the Strategic Strata; National Book Trust; 2004; 328-9
Mukherjee, S D; Thought Strategies; IBL & Alliance Ltd; 2004; 327
Roberts, O M; Creating Future for Artificial Intelligence: An Approach in Tomorrow’s Perspective; National Book Trust; 2003; 244
Roy, D P; Birth of Thought: The Evolving Intelligence; Part II; HDT Ltd; 1991; 33
Sen, S; Methods: Thinking and Acting; ABP Ltd; 2001; 98.