Trident University International
Apple Ipad 4 Primary Research
Module 3 SLP
In forming a successful marketing plan, managers and planners cannot move forward without conducting a marketing research. This could either be primary or secondary. This report will focus on primary research specifically personal in depth interviews and its effects on the marketing plan and the product target market. In-depth qualitative interviews are excellent tools to use in planning and evaluating products and programs because they use an open-ended, discovery-oriented method, which allows the interviewer to deeply explore the respondent’s feelings and perspectives on a subject (Guion and McDonald, n.d.). The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace. In-depth interviews are a useful qualitative data collection technique that can be used for a variety of purposes including needs assessment, program refinement, issue identification, and strategic planning.
The setting of the interviews conducted is on-board a US Navy Aircraft Carrier. The marketing charge of this report is to convince Apple executives to start selling Apple Ipad 4 on-board US Navy ships.
DISCUSSION - Qualitative Research: Personal In-Depth Interviews
The subjects that were approached and conducted in depth personal interviews on are Active Duty US Navy Sailors. It will be noted that these sailors are not immediate colleagues of this author but all belong to the same unit, a US Navy Aircraft Carrier composed of 5,000 plus sailors. US Navy Carriers have a store on-board which carry and sell several electronic gadgets but not an Ipad 4. US Navy Sailors are the perfect subject for this interview because on extended deployments electronic gadgets keep these men and women company. These sailors do not have access to...