Assignment on Marketing Research

    Marketing Research Problem

The identified marketing research problem is discussed in this section. According to the market analysis, people of Saudi Arabia are highly concerned with their physical and mental health conditions. Many fitness centers and therapy providers are working in this market which has increased competition for the new entrants and small scale businesses. The research plan is focused on the Kingdom of Saudi Arabian market to collect information about the requirement of targeted customers regarding online therapy services. The research plan will provide contributing and helpful information to the marketing team of online therapy company to suggest a most desired and required service to the targeted market and win against competitive forces with marketing and promotional activities.  

2.      Objectives of Marketing Research

The key objective of the marketing research plan to understand overall customer needs towards available online therapy services. The research plan will pave the path for the marketing team to obtain data from the primary targeted market in Saudi Arabia. The main objectives of these market research activities are presented below. The objective is

1)      To understand the requirements of potential consumers towards offered online therapy services.

2)      To collect information about the needs of the targeted customer segment in the Kingdom of Saudi Arabia.

3)      To demonstrate the willingness of customers to use online therapy.

4)      To explain the reasons for discomfort behind offered online therapy services for future improvement.

5)      To identify the level of overall happiness by these services in the targeted customer segment.

6)      To collect responses of customers in respect of identified age groups.

The identified research objectives will be considered as the basis for the whole research project to guide all activities and tasks to be a dome in the market research project. For instance, based on these identified objective further research samples will be selected for this research project. Moreover, researchers will also take into consideration these objectives while selecting strategies and techniques for the quantitative and qualitative data analysis collected from the research samples.

3.      Methodology of Marketing Research

The research methodology section explains how the whole research data will be collected from the selected research segment of customers. Moreover, research methodology also explains the techniques, approaches, and strategies selected for the analysis of collected research data. The research project is based on primary data collection strategies as actual customer responses are required to reach a conclusion. Moreover, primary data in the form of quantitative data and qualitative data are analyzed while considering the specific requirements of research objectives. Although, ethical considerations and limitation of resources are also considered while planning for the research activities to be done in this marketing research project for online therapy company of Saudi Arabia (Wilkinson & Birmingham, 2003).

4.      Research Design of Marketing Research

The market research project of online therapy company is based on qualitative research design. Like descriptive research, in this research project, an identified problem is used to recommend a strategic solution. The market research plan will collect data from the targeted customers in the Kingdom of Saudi Arabia to reach a conclusion about the requirements and needs of customers towards offered online therapy services by the company. Moreover, the market research plan is primarily focused on the specific responses about services of the company therefore actual and primary data will be obtained from the selected research population rather than relying on the secondary data available in published articles, literature, and academic study materials.

5.      Data Collection Techniques of Marketing Research

In this section, detailed information regarding data collection strategies and techniques is presented for the market research project of Online Therapy Company in the Kingdom of Saudi Arabia. As mentioned earlier the research is focused on the actual responses of consumers in the selected geographical and demographic segments (e.g. age groups) therefore primary data collection techniques will be used to obtain quantitative and qualitative research data. The interview technique will be used for the collection of primary research data. According to the research and literature review, interview technique is the most suitable data collection technique if the project is based on primary responses with quantitative and qualitative information. Interviews can provide realistic quantitative and qualitative information to the researchers to reach valid results and reliable research findings (Kothari, 2004).

 All interviews will be taken from the customers of online therapy services and other relevant services in the targeted market of Saudi Arabia. The interview will be consist of open-ended and close-ended questions about the offered services. For instance, demographic responses (e.g. age, family size, and marital status) will be collected while using the given options in the close-ended questions of the interview. However, information about the actions taken to improve services and other related questions will be obtained while using open-ended questions in the interview.

6.      Sample Design of Marketing Research

The online therapy services are offered to the geographical segment of Saudi Arabia. However, the overall consumer market is large enough that cannot be covered in this market research project. Therefore, only 50 most relevant and potential respondents will be selected as the research samples from the identified research population for this market research project. The research samples are selected because of their shared characteristics relevant to the offered services. For instance, all selected research sample belongs to the age group of 21 to above 31 years old from the market of Saudi Arabia. People below the age group of 21 years and above the age of 51 years have a very limited percentage of contribution in this market research. Therefore, research is mainly focused on the age group of 21 to 50 years.

7.      Data Collection of Marketing Research

The data is collected from the research samples by the use of the interview technique of qualitative research design. The interview has provided data in the form of quantitative research data and qualitative research data. The data collection process was started with the first 10 interviews during the outbreak of COVID_19 with the support of team 3. Later on, more information is obtained from 50 other research respondents or research samples from the research population of Saudi Arabia. The data collection is made position with the use of categorical questions, interval questions, and open-ended questions regarding demographic characteristics of consumers and their responses towards offered services.

8.      Analysis and Interpretation of Marketing Research

The qualitative and quantitative research data will be analyzed while considering the research objectives specifically identified at the beginning of this research project. The qualitative research data is presented in the form of a table. While on the other hand, quantitative data collected from the primary research audience or the potential consumer market of online therapy services is analyzed by the use of the software. Statistical software is used for data analysis about demographic characteristics of research samples obtained from the quantitative questions in the interviews. For the presentation of this information and data visualization, we have used bar charts and pie charts in the whole research project. Figure 4 representing the gender of the interviewed audience is an example of a pie chart used for the analysis of quantitative data about demographic characteristics of potential consumers of Online therapy company in the Kingdom of Saudi Arabia. Furthermore, the information obtained from the survey of 50 respondents or market research samples is analyzed for different factors such as consumer satisfaction level, happiness level, and discomfort levels.

 While analyzing collected quantitative and qualitative research data the classification of the demographic characteristic (age group) is taken into consideration to represent an actual response of the consumer market in respect of age groups. Although, while analyzing these information researchers have neglected all irrelevant information which could create ambiguity or distraction from the actual market research outcomes. During analysis gender of respondents is also given special importance as a company need to understand the perception and requirements of both genders toward offered online therapy services to improve their services and customer satisfaction level after the execution of their business operations in the King of Saudi Arabia.

9.      Marketing Research Report

A comprehensive marketing research report is developed in this market research project that will be helpful for organizational management as well as marketing team of the company to improve their activities and business operations. The marketing research report will be developed after the collection of information from the consumer market and proper analysis of this collected information in accordance with the research objectives behind this whole market research project. The marketing research report contains information and result interpretation of the primary research data collected from the identified research samples. The marketing research report will explain what are the key issues and challenges faced by the consumers regarding offered online therapy services by the company. Moreover, the marketing research report will elaborate on the actual reasons behind discomfort and dissatisfaction that can be later on controlled by the company with appropriate policies and actions. Additionally, the report will explain which gender is more satisfied and happier with the offered services of Online therapy company and because of what type of reasons. In short, the whole research project will be summarized in this research report in relevance to the market research activities and outcomes.