Whilst survey sources, such as those carried out by academic researchers and government departments
n order to write it, you need to read the file in the attachments called (Important)
Key Concept Exercise: Using the internet for marketing research
Whilst survey sources, such as those carried out by academic researchers and government departments, provide data that have been collected andanalysed in the past, the
internet has released the potential for researchers to gather a vast amount of secondary data quickly and efficiently.
In this week’s Key Concept Exercise, you will assume the role of a junior marketing executive overseeing an international marketing research project. You will conduct
your research through the internet to determine and explore the target market, and recommend the most appropriate sampling techniques for collecting data from it.
To prepare for this Key Concept Exercise:
Read the Required Learning Resources forWeek 4.
Assume you are a junior marketing executive for a large multinational telecommunications company based in the United States, and you have been given an account to
develop in Sub-Saharan Africa. The CEO of the company wants you to undertake market research to determine the likelihood of success for his company if it launches a
new smartphone in this region. You have been given a limited budget, and the CEO wants a report on the market within 6 weeks.
To complete this Key Concept Exercise:
By Day 3 (Friday)
In an approximately 500-word response, address the following issues/questions:
How will you use the internet to conduct your research?
How will you determine the target market?
How will you access the target market?
What sampling techniques could you employ in order to gather data from this target market?
