3. Objectives
The main goal of this research is focused on “Customers’ attitudes towards the OPCs product and services”. The attitudes will be measured against relevant parameters, either technical or users’ features, which is critical to quality (CTQ). This research also aims to gain a better understanding of customer’s and non-customers (economic buyers, agencies etc) perception and experiences with OPC products. Consequently the following objectives have been formulated:
- To identify how OPC is used in customers’ business and the critical-to-quality parameters.
- To gather Customer/Non-customer reactions and attitudes towards to the new product line.
- To examine a market environment before a product launch.
- To determine a promotional platform for the OPC product line.
4. Possible Methodology
The research is to be conducted by an aerosol technology experienced agency and supervised by TSI’s internal staff. In particular, people chosen for the research must have experience with both particle instrument business, familiar with key applications and aerosol measurement standards. It is expected that both qualitative and quantitative approaches be used.
A literature search will be carried out from all readily available materials to review the current market tends. Further way to gather information is talking with TSI employee (e.g. internal TSI’s product specialists, company’s sales force etc.) to get information not available publicly or in the literature. Although this approach is valuable, data has questionable validity because it is highly subjective and might not be representative of the population. As such a focus group (6-10 people) in selected market niches will be used to explore customer’s/non-customers concerns and attitudes to OPC product.
Selected experts in each focus group will be taken for personal interviews based on a questionnaire to get in-depth and comprehensive information about the subject area. Group population can be selected from existing aerosol businesses, leading experts, and key customers, in such a way that the balance will be kept between customers and non-customers. As a budget of research and balance of population is defined, quota sampling ( and , 2009) is proposed for sampling of the population. Quota of 12 respondents could be sufficient, and convenience or judgment sampling can be used to select the required number of subjects from each population group.
TSI may provide a global customer database and marketing communication specialist to assist in contacting a target audience. Competitors’ users may give inaccurate and/or irrelevant data, which should be treated carefully or excluded from research results. It would be helpful to set up a meetings with those busy individuals selected for an interview and/or provide them with prepared questionnaires and guidelines to save their time and efforts. If it is useful product technical data will be provided on selected models.
Questionnaires will be sent by post or email to selected respondents. A well-known University will be approached to discuss the possibility for University sponsorship to focus group meetings and a questionnaire. For increasing response rate it is planned to use pre-notification letters and phone calls alongside with nonmonetary incentives for less known respondents. In addition, cover letter with stamped reply envelope and follow-ups or reminders will be used to conduct the research. Overall, it can increase a respond rate by 20-40% (Wilson, 2006). Data analysis and test of significance (p < α) will be conducted to validate the results.
Note that TSI do not wish to supply any restricted data to avoid any possible complications with the Data Protection Act. The company is also concerned with the Code of Conduct when doing research with employees or customers.
5. Timeline
This project timeline should support the project objectives and staff availability. Important deadlines are the following:
10 April 2009 Proposal deadline
30 April 2009 Proposal approval by senior management
1 May 2009 Research start
30 June 2009 Expected presentation date
1 April 2010 New product launch expected
6. Deliverables
A progress report should be sent monthly yet a progress meeting and presentation is to be scheduled during the project. Any project issues can be communicated at any time via email or telephone. Customers’ interview should be documented in a file. Writing report and presentation is required at completion of the research. Project documents should be stored on TSI portal.
7. Budget Estimate
There is a budget of $30,000 for this project. Any excess of the budget is exceptional, should be proven and negotiated. It is expected that a breakdown of direct costs and staff time will be estimated, separating distinct elements of proposal if budget constraints will not allow completing the research as planned.
8. Contacts
9. References
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, J. and , R. (2009) Business Research. 3rd Edition, Basingstoke, Palgrave Macmillan.
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Wilson, A. (2006) Marketing Research: An Integrated Approach. London, Financial Times.
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Housden, M. (2008) CIM Coursebook Marketing Research and Information. Oxford, Butterworth-Heinemann.