Nestlé is the worlds leading diet, health and fitness company. "Good Food, Good Life" is the assurance Nestlé commits to day-to-day, everywhere - to enhance lives, throughout life, with good food and beverages. Recently, Nestlé has been launching a fresh product-Special. T which really is a machine that offers consumers to make a cup of the highest-quality tea at the touch of a button. However, Nestlé has been extending the Special. T to five new countries in Europe such as Austria, Belgium, the Netherlands, Luxembourg and Germany.
Consumers get information from different multimedia sources and make good use of it to gather information with their preferred product (Leon G. Schiffman, 2005). Nowadays, individuals are able to know various products through different mass media sources handily such as television set, radio, the web and magazine. They offer the fully information to consumers before consumers make the decision of purchase.
The market for selling the machine of making tea is now progressively more competitive. Nowadays, tea making machine is quite common on the market. Some companies have been offering such machine for many years before Nestlé first launched Special. T. Therefore, Special. T is quite a new product in the market.
As a researcher, we've been commissioned by the brand supervisor to conduct market research in Singapore. We will evaluate all facet of the marketing mix and provide valuable information to aid the management at decision to reinvigorate, change or renovate the Special. T.
Well, there are several questions we will look at:
What are the issues in using the merchandise?
What will be the deficiencies of the merchandise?
Whether the info and the communication support consumers effectively?
Whether the marketing ideas carry out successfully?
How the product meets consumers' necessity?
Research is the systematic collection and examination of information which really helps to increase the quality of planning and decision making (Naresh K. Malhotra, 2007). Every work must have objectives. Using the goals, we can clearly understand what we are going to do and which course we 're going through. Matching to Monthly bill Gillham (2000), the purpose of general market trends is to obtain information so the development and marketing of a product or service can be advanced. The research helps researchers to totally know very well what consumers need and can be used to explain and anticipate attitude and patterns of the populace (Naresh K. Malhotra, 2007). However, minus the objectives, we can only do little or nothing. Well, the assertions below show our goals of the research:
To uncover what certain requirements of the consumers are.
To intensify the competitive durability in the market place.
To understand the existing market situation.
To assess the perception of consumers towards brand.
What is research strategy? Matching to Jamie Hale (2011), research strategy is a medical approach used to acquire and assess data. Here we use the technique of interview for the study. Well, what's interview? Why we will choose interview as the study methodology other than the other methods? First, generally interview is where a person (the interviewer) asks someone else (the interviewee) questions about their life, ideas or views, especially on the radio or tv or for a magazine or mag. Well, interview is a daily habit method. It is quite common all around us. Interview knows across cultures. Since interview is a very common method, it's been commonly used in every country for quite some time. It can be used in every area such as politicians, business people and stars. However, qualitative interviewing is an adventure in studying teaching in several countries, their cultural views, their problems and solutions, and how their techniques are similar and different than our own. The way we interview will depend on what you want to know. It is an activity of finding out what others feel and think about their worlds. The effect is to comprehend the major factors of their subject matter and how it compares (similar & different) to our own situation. Not only do we have to be a good conversationalist, but also a good listener (Rubin, Herbert & Rubin, Irene, 1995).
No relationship with others.
Control over respondent selection-more depth, context and versatility.
May be more difficult to interpret.
Can express non-conformity.
Check the views.
Not an observable research technique.
The respondent can analyse their motivations.
Empowers the respondent.
Secondly, why we will choose interview as the research methodology other than the other methods? A commonsensical justification is the fact that 'the easiest way to find out the particular people think about something is to ask them' (Bower 1973: vi). Qualitative researchers concur that the interview is a powerful way to try to understand people. Whether face-to-face or in organizations, the interview is probably the oldest & most common ways of data collection and has been used thoroughly in this type of research (Guba and Lincoln 1981, Donalek 2005, Holloway 2008). We are selling a product, but it is quite difficult to determine if the product corresponds with the requirement of consumer and also to find out what the deficiencies of the merchandise are. However, if you want to improve the product, we must ask and understand the thoughts and opinions of consumers or users about the product. The feedbacks and responses from consumers about the product are believed as important belongings to the company because consumers are the ultimate users of the merchandise, they clearly really know what they really want, what the deficiencies of the product are and which part of product have to be improved. Therefore, we have to perform the action corresponding the feedbacks and commentary from consumers in order to make an ideal product and therefore it can fortify the self confidence of consumers towards the product or brand and the effect will be the upsurge in sales size. The underlying assumption is that interviewing results in appropriate information about respondents and their lives, regardless of the many factors which have been identified that can affect the way the interview is conducted and the grade of data obtained (Guba and Lincoln 1981, Fontana and Frey 2003). The info gathered from interview is very exact and sufficient. Either in person, mobile phone, group, formal or informal interview, the technique of collecting data is to ask people. Instead of observing or studying on people and finally the researcher acquires the info itself. However, data gathered via observing or studying may be biased because the researcher is not the consumers, he/she struggles to fully understand what the consumers want and the necessity of consumers might not respond on the action and therefore, the ultimate way to understand consumers is to inquire further.
In an inductive method of research, a researcher starts by collecting data that is relevant to his or her topic appealing. Once a substantial amount of data have been collected, the researcher will take a breather from data collection, stepping back again to get a bird's eyes view of her data (Amy Blackstone, 1994). At this time, we can accumulate the data via the method of interviewing consumer. Once we get the info we should look for the structure of data and analyse the info. For example, from Q1 to Q10 are the questions about interviewer's personal detail and Q11 to Q20 are about the opinions about the merchandise. After that, we can formulate some tentative hypothesis that we can explore, and finally end up growing some standard conclusions and ideas.
After deciding on the methodology, we have to propose an indicative intend to carry out the study. To make the plan properly and meticulously, there are several questions need to be considered:
What to ask?
Because we use interview as our research technique, we must decide on the questions to ask the interviewee. For instance, we are available Special. T, we can ask the users about their ideas about Special. T or which part of the product have to be improved.
When to ask?
Before and following the product is launched officially.
Who to ask?
We can ask individuals who use the merchandise and the folks who sell the merchandise. We can also ask others who do not use the product.
Where to ask?
We should carry out the interview in the places of providing Special. T. Well, the places of providing Special. T can be supermarket or hypermarket such as Tesco, Carrefour and Walmart. And usually there are a lot of consumers visit these places, so these places are the suitable venue to handle the interview.