Marketing Essay 代写：关键知情人访谈
Marketing Essay 代写：关键知情人访谈
Qualitative research assists in the survey development process (Market Research World, no date) because of in-depth findings that can be extracted. Qualitative research will be undertaken In order to achieve the objective of PEV0 and collect the data that determines the problem of the low adaptation of PEV0 in the market of Electric Vehicles. The data collection, from potential consumers which according to Mintel (2011) are 22% among 16 years old and above, Internet users (see appendix 1) are going to support the new product, PEV0, and focus on the target group of the segmented consumers.
A qualitative research method is used for exploring and understanding people’s behaviours and perceptions by constructing and analyzing data (Kent, 2007). In the case of PEV0 the marketing problem is that electric vehicles, which despite one hundred years of existence, the public adaptation remains low. Accordingly to that a justification about the attitude towards PEV0 is going to be examined by qualitative research. As reported qualitative research involves findings about what people think or how they feel and their aim is to find answers to why-type questions. It is also mentioned that qualitative research is mostly applied to define and investigate aspects of behavioural attitudes that contribute to the understanding people as individuals and in the society relations. (Bellenger, Bernhardt, Goldstucker 2011). Furthermore Alan (2005) states that qualitative method can be applicable for marketing research and the results of it can be valid and reliable.
Due to the population that PEV0 is targeting, who are city commuters aged 18-35 travelling 10 miles or less (per journey) qualitative methodology is needed to measure the response towards the product and understand in-depth the ideas and perception for new products in the market. The elements of the design are stated which coincide the researcher’s personal observation and participation into the qualitative methodology as well as the usage of interviews and gathering documents and cultural artifacts. Therefore qualitative methodology uses research methods in the form of discussions aiming to understand the causes of a problem, the elicitation of thinking and the underlying motivation of consumers (Kent 2007).
This method is gained by interviewing selected individuals who have knowledge and understanding of the subject or the field that is investigated. The key informant can be used to provide information about the researched topic. Another method that can be used in qualitative methodology is In-depth interviews where individuals or group of individuals respondents are interviewing accordingly to the research questions. As well as to the in-depth interviews, semi-structure interviews can be used in order to understand the phenomena under investigation because of developed set of the questions asked to the respondents (Pequegnat,Stover,Boyce,no date). Face to face and telephone interviews are also used. In depth interviews can very represented of the consumers’ understanding or perception of a product. However they are expensive and have limited sample sizes(Mtchell, M.L, 1998)