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Microsoft Market Research

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Introduction

Microsoft Market Research Market Research Microsoft needs information if they are to make good decisions. They need information about their target market to help them create a successful marketing mix. One way of gaining that information is by carrying out market research. Market research is a cost-effective way of finding out what people believe, think, want, need or do. There are various types of market research. Microsoft needs to decide what market research methods are most likely to give them the information they need. Businesses, which are mainly product, orientated risk spending a large amount of resources launching a product, which proves to be a failure. Researching the market helps reduce the risk. Microsoft should focus research and design effort onto products, which have a chance of success in the market place. When the product is launched a carefully researched product stands less chance of failing. Stages of Market Research Market research will help Microsoft to find answers to questions about the market. * What is the target market for the X Box? * How can Microsoft use the X Box to increase market share? * What is the right price to set that will maximise profits and be affordable to as many people as possible? ...read more.

Middle

what proportion or percentage of the population fall into different groups - those that want something, those that would be likely to buy something, those that are in favour of a particular policy or plan, etc. The essence of quantitative research is that every respondent is asked the same series of questions. Quantitative research can be done in various ways: By face-to-face interviewing, either in the street or, for more complex projects, in people's homes. This was the traditional approach to data collection, and remains important. In-home work is particularly suitable for lengthy interviews, or for some sensitive subjects. The understanding that can be established between the interviewer and the person being interviewed (the respondent) can help to ensure that detailed and thorough information is obtained. By telephone. This is a fast-growing form of data collection, is somewhat less expensive per interview than face-to-face, and can provide data more quickly - in some cases, overnight. Telephone research would rarely be suitable for lengthy interviews, but it can be ideal for smaller-scale, fast turn-round projects both amongst the public and for business research. Both face-to-face and telephone research involve the most basic form of data gathering, talking to people. ...read more.

Conclusion

A systematic sample is not truly random though and therefore the results may be less reliable. In a quota sample, the sample is broken down or stratified. One problem with a quota sample is that any people who fit the description can be asked to complete the survey. So Microsoft wanting to find 50 people aged 13 - 30 to complete a survey could ask the first 50 13 - 30 year olds who came out of Electronics Boutique in Bedford. This may not be very representative of all 13 - 30 years olds nationally. A stratified random sample may get round this problem. It is a quota sample where all the respondents, the people being interviewed, must be chosen at random. Microsoft would have to find some way of selecting people aged 13 - 30 through pure chance. I used a quota sample, I asked 50 people in Electronics Boutique my questionnaire. I used Electronics Boutique because a lot of people go in there to buy game consoles and other computer related products, and asking this people would give me a good idea of the target market. I think my data is quite reliable because the people I asked my questionnaire to are the people that are most likely to buy Microsoft's products. ...read more.

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