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Marketing

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Marketing Report
Executive Summary
Assigned by the NSYNC telecoms mobile division, the conducted report aims to analyse through empirical research methods, most effective means of understanding its target market and then implementing a degree of segmented marketing strategies. This in turn will purvey an authenticated frame for which we will be able to provide recommendations to the NSYNC administration based on the report’s conclusions as aligned by the presented research questions.
Information has been obtained with the use of these four questions. 1. Are male and female mobile users’ assessments of individual value dimensions significantly different? 2. Are functional value dimensions rated higher than the social/emotional value dimensions? 3. Does age have an effect on mobile users’ assessments of the individual value dimensions? 4. Which value dimensions influence repeat purchasing, willingness to pay a price premium (WTP), and word of mouth (WOM)?
Research Approach
NSYNC has orchestrated a series of questions compiles in survey format in order to gain the responses required to answer the mentioned research questions. The survey was administered online and returned 402 usable responses which were used in ordinance to depict a customer’s repurchase intentions along with what is considered as a high value product or service. This is collated through demographic value factors consisting of monetary and convenience values, social and emotional values, repurchase intentions, a willingness to pay price premiums (WTP), and word of mouth responses (WOM).
The variables assigned for research were defined and measured using a 7 point Likert-type scale which provides a range for responses using a numerical correlation assigned to how a respondent agrees or disagrees with the questions relation to their feelings, scaling from 1 = strongly disagree and a 7 = strongly agree. Furthermore in order to increase accuracy the customer’s age and gender was provided.
The information obtained was transcribed and formulated using SPSS software.
Research Limitations
The framework for the given market research design has allowed for some limiting factors which may influence the accuracy of the presented outcomes. Firstly acting as a research agent, we were not given access to the survey itself which makes it difficult to grasp the response types or any misinterpretation issues that might arise from looking at essentially blind responses. This links to the second issue; in that a Likert scale design does not allow for in depth questions and therefor responses which could again lessen the accuracy of the results. Lastly as the survey design has limited its possible reach by only gaining responses from the online platform and only providing the information that 402 responses were usable, but as no total survey count was given we are unsure as to what the community consensus could entail.
Background Information
Analysis of research problem and theories
NSYNC has queried the habits of its collective audience in order to better obtain the market knowledge required to re-evaluate or integrate forward thinking schemes to better address its current market shares. Operating in the entertainment mobile service market as a content provider rather than a shared Internet Service Provider (ISP) or telecommunication provider, NSYNC opts to provide a secondary service level to an already implemented industry, acting as a catalyst for mobile usage through additional games, entertainment and subscription services which means that the evaluative problems faced involve communicating with patrons of the mobile industry about their needs and wants with regards to their devices, and to ordain what would be the most satisfactory way to implement the NSYNC system onto their phones. The most coherent way to find out and facilitate the growth of NSYNC is through accessing respondents’ accounts with regards to the following market research questions. 1. Are male and female mobile users’ assessments of individual value dimensions significantly different?
The key area behind this direction is determining on the widest spread assertion is there a demographic difference between male and female needs or wants within an entertainment faction. For example are both male and female responds as interested in the same areas of NSYNCs programs as each other and does this correlate with their individual needs. This is assessable through the use of the issued survey. 2. Are functional value dimensions rated higher than the social/emotional value dimensions?
Using the profile obtained through the surveys allows the researchers to understand whether or not functional values are more prolific than values based on a social or emotional level. This determines whether or not the target audience would adhere to their economical principals of would they rather be more cost efficient or entertainment efficient. This assumption allows for NSYNC to revalue its sales dimensions. 3. Does age have an effect on mobile users’ assessments of the individual value dimensions?
Understanding that different age groups require different elements of a product genre is integral in deciding upon the outcome of the report. For example, with regards to mobile phone usage, the younger generations are more interested in the entertainment value a mobile brings whilst the elder aged group is mostly focussed on the fundamentals such as phone calls and to a lesser extent messages. This means that when conducting the survey the responses may be polarised depending on the demographic. 4. Which value dimensions influence repeat purchasing, willingness to pay a price premium (WTP), and word of mouth (WOM)?
Lastly, discovering which value dimensions influence repeat purchasing allows us to set up an order of response and requirement for gaining an era of repeat purchase business. Through the use of the survey we have, this alternatively depicts the retainment of brand loyalty for the business.
Secondary Data and its influence on NSYNC mobile services
The presence of entertainment services within mobile phones and other hand held devices acts as a stimulant for the core elements that the devices are integrally sold for in the first place. The rise in popularity of hand held devices has allowed for an expanse in niche like products. Evidently the initial range of mobiles as a commodity relied on software like ‘snake’ as its form of entertainment, this then expanded with the introduction of web surfing and integrated camera facilities. As industry giants such as Apple, Windows, Samsung and Sony have implemented modern technology; entertainment systems are no longer a niche part of the mobile experience but have moved into the core focus. A survey administered from the Australian Government Department of Communications proposes that in 2012 72% of respondents from their own survey declared their primary focus on their purchase were to satisfy their entertainment needs (Department of Communications 2013).
Secondly studies undertaken by the Australian Interactive Media Industry Association has declared that from a survey of 3710 respondents, at least half of them are at liberty to pay for or use entertainment services at least one time per month, these services are in regards to “games, ringtones and music downloads being the three most popular categories (The Sydney Morning Herald 2009).” This consolidates the necessity to further drive our understanding of the mobile usage within NSYNCs market sector to better uphold the widespread value mobile users place on entertainment facilities.
Information sourcing for NSYNC entertainment platforms has the unique ability to bootleg advertising of the platform that is required in order for it to have an impact, for example documenting the rise of social media, acts as a cohesive force for determining the rise in entertainment platforms that require a hand held mobile device to act with its possible potential. Whilst acting as a quantitative stream for secondary data, again social media acts as a forefront for exhibiting NSYNCs product. This is evident through the idea that all social usage of a mobile platform acts as a recount for secondary data analysis, as any responses that can be obtained act as a simulation for usage and attitude trends.
Research Approach
Methodology and Sampling Size
Data was compiled and collected for the NSYNC organisation by use of an online survey given to customers of NSYNC mobile. Without knowing the exact sampling size in total, it is affirmed that 402 responses were obtained. The survey took roughly fifteen minutes to complete but could be finished at the customer’s leisure. An online survey was selected for data collection as it cost effective and relatively simple to implement. Coupled with the anonymity of online collection gathering, there is an assumed higher chance of a response being accurate and complete if no outside pressures were placed on the respondent. This could be evident from a face-to-face questionnaire which can possible cause discomfort which as the possibility of resulting in inaccurate results; this alludes to the idea that a higher response rate could be observed. Secondly in terms of tailoring questions to the market, it is also seen to be a good idea to cover the information gathering system by using the platform in which the report is enquiring about in the first place.
Survey Framework
The Survey provided to NSYNC’s customers was in the form of a 7-point Likert-type scale which values ranging from 1 which means strongly disagree, scaling to 7 which means strongly agree. In the interest of accuracy and removal of bias, both customer age and gender was provided. This systemised questionnaire allows the researchers to understand consumer attitudes and values with regards to their requirements when purchasing or implementing a mobile entertainment platform such as what NSYNC is offering. Conducting research in a scaling format like we have allows for a wider spread evaluation of wants and needs as intrinsically it is difficult to measure a quantitative numerical responds to a feeling.
Data Formation
When the responses from the focus group have been obtained, the data will be then implemented into SPSS, to be analysed. The data and conclusions can be found through the results section of this report.…...

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