Market Research Of The Market Potential Of A Chosen Product, Concentrating Mainly On The Primary Research And Developing A Research Methodology

2606 words - 10 pages

IntroductionMarketing research comprises one of the most important and fascinating facets of marketing (Malhotra and Birks (2003: p2)). "It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective" (Malhotra and Birks (2003: p6)).This assignment looks into the research of the market potential of a chosen product, concentrating mainly on the primary research and developing a research methodology. The research will be conducted for the company Sony Ericsson; the product is a brand line extension for the mobile phone market that is to be integrated into the gaming market. This product will offer the consumer the ability to use their mobile phone as a gaming device and play against other users via Bluetooth and GPRS. At present, the only company selling this type of product is Nokia, with their product N-Gage.Product DescriptionIn October 2003, Nokia launched a hand-held gaming/mp3/radio/mobile phone called N-Gage. The N-Gage has a high quality 3D colour screen, with Bluetooth wireless connectively and GPRS support (Nokia, 2003) that enables gamers to play multiplayer games at a whole different level. The aim of Nokia was to enter the portable gaming market, competing alongside the massively popular Nintendo Game boy (RCR wireless News, 22(40)).Background of Sony EricssonIn September 2001, the formation of an equally owned joint mobile communications venture of Sony and Ericsson gave each side the benefits they sought. For Sony, it gained a step into the European mobile market and Ericsson gained Sony's strong consumer marketing skills. (Datamonitor 2003).Problem DefinitionThis is a problem identification research that seeks to identify whether the product has market potential (Proctor, 2003 p3). From the research findings it is hoped to improve on product development. Malhotra and Birks (2003: p43) state that the main errors when defining the problem is that the problem is defined too broadly. Therefore they suggest stating a broad statement and then identifying its individual components.The broad research problem statement for Sony Ericsson is "what is the market potential for portable mobile gaming technologies?" The specific components will be issues in which Sony Ericsson will need to investigate. The specific component of the Sony Ericsson's research problem is, "to explore the reactions of a new mobile gaming device among target audiences and to identify issues for research and development."The research question as defined by Malhotra and Birks (2003: p47) is "refined statements of the components of the problem". The research question for this research project will be "is it the market potential of the games available, the interface and interaction components or the...

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