A Marketing Research Report - DVDs.com

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A Marketing Research Report

Conducted by

Bikun Zheng, Hui Zhang, Prachayanee Kulrapurk, Sucharee Leesamphandh and Xiaoying Sun,

For

DVDS.COM

        

Dec 5th, 2002

Table of Contents

I        Executive Summary

II        Introduction

  • Background
  • Objectives

III        Methodology

IV        Findings

  • Comments on Research Design
  • Assessment of differences
  • Managerial perspective

V        Conclusions and recommendations

 VI Appendices

I        Executive Summary

DVDS.COM is now considering whether the firm should push a new graphic design to replace the current one . A experimental approach(, specifically, After-Only with Control Group Design )is carried out to testing and measuring the different outcomes exposed to the two graphic designs. In the report, it is found that the research design offers many advantages such as high degree of validity and causality, meanwhile bearing disadvantages such as measurement error and limited period. Moreover, by analysing the results of the test, manager should pay attention to the decreased re-purchase level as well as the increased column of product purchase. Consequently, we recommend that DVD.com should extend the test period to get more observation before replace the current graphic. And another survey methods should be employed to help to assess the effectiveness of the new graphic.  

II          Introduction

Background

According to the case, the original graphic design is thought to be obsolete and a new substitute is suggested. Before put the new one into real market, testing market is carried out to prove whether the current design should be adopted it or not.

Objectives

The purpose of the report is to help the firm to assess and improve the accuracy, validity and reliability of the outcomes of the test via analysing, comparing and summarizing the measures  so as to advance a recommendation for improvement.

III        Methodology

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Experimental Design

As can be seen that the action of test market occurred in actual e-commerce and the graphic design as one variable are manipulated while the effect to visitors’ purchases as dependent variable is observed. So in concept, it is called Field Experiments. The report circles the experimental design to assess the approaches used or to be used by the research.

Data Collection and Analysis

The research makes fully use of the computerization to automatically record the behaviours of the visitors who browse the two kinds of graphics within a month. At the same time, the system sorts the data ...

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