Define The Problem, Approach, And Research Design

Define the problem, approach and research design you would follow for a company, product or brand of your choice.

Choose an organization, product or brand of your choice (consumer facing) that you would conduct marketing research for.

a) Identify the business or marketing decision that the research would attempt to satisfy.

b) Define the research problem and objectives.

c) Discuss the process that you would follow to formulate your approach to the problem recommending appropriate choices of each of the approach components.

d) Discuss the research design you would adopt.

Your table of contents should include: Executive summary, Background, Problem definition, approach to the problem, research design, reference list.

Paper For Above instruction

The rapid evolution of the digital economy has profoundly impacted the way companies approach marketing strategies. For this paper, I have selected Nike Inc., a globally renowned sportswear and equipment manufacturer, as the organization for which to outline a comprehensive marketing research plan. The primary decision that this research aims to inform is Nike's strategic efforts to expand its market share within the North American fitness and athleisure segment amidst rising competition and changing consumer preferences.

Background

Nike is a market leader in athletic footwear, apparel, and equipment, known for its innovative products and effective marketing campaigns. The brand maintains a strong presence across retail channels, digital platforms, and sponsorship events. However, recent industry trends such as increased health consciousness, the surge in e-commerce, and the growing influence of social media have altered consumer behaviors. This necessitates a better understanding of consumer attitudes towards Nike products and brand perception in North America, especially among younger demographics who are increasingly engaging in fitness activities.

Problem Definition and Research Objectives

The core marketing problem is to identify the underlying factors influencing consumers' purchasing decisions related to Nike's athletic apparel and footwear in North America. The specific research objectives include: (1) understanding consumer perceptions and attitudes toward Nike's brand image; (2) assessing the impact of digital marketing and social media influencers on brand engagement; (3) exploring preferences for product features, styles, and price points; and (4) identifying barriers to purchase and factors driving brand loyalty.

Approach to the Problem

The approach starts with a comprehensive understanding of the marketing environment through secondary data analysis, including industry reports, competitor analysis, and consumer trend studies. To formulate a suitable research approach, I would apply the SOR (Stimulus-Organism-Response) framework, which emphasizes understanding consumer stimuli (marketing efforts, social influences), the internal state or perception (brand image, loyalty), and responses (purchase behavior). Qualitative methods, such as focus groups, would explore consumer motivations and perceptions in-depth. Quantitative surveys would measure the extent of attitudes, perceptions, and behaviors across a larger sample, allowing statistical analysis of relationships and patterns.

Further, the segmentation approach would focus on demographic, psychographic, and behavioral variables to identify distinct consumer groups. An exploratory phase using qualitative data will help refine hypotheses, which will then be tested quantitatively, ensuring a robust understanding of the factors influencing consumer decisions. Ethical considerations, such as consumer privacy and data confidentiality, will guide data collection and analysis.

Research Design

The research design selected for this study is a mixed-method approach, combining exploratory qualitative methods with descriptive and causal quantitative research. The initial phase involves in-depth interviews and focus groups with targeted consumer segments, including young adults aged 18-30, fitness enthusiasts, and technology-savvy consumers. These insights will inform the development of structured surveys distributed to a broader consumer base via online panels and social media platforms.

The survey will include Likert scale questions, semantic differentials, and multiple-choice items to gauge attitudes, preferences, and brand perceptions. Data analysis will employ statistical techniques such as factor analysis and regression models to identify key drivers of purchase behavior and brand loyalty.

To ensure reliability and validity, the research instruments will undergo pre-testing and pilot studies. The data collected will enable Nike to better tailor its marketing strategies, enhance customer engagement, and develop targeted campaigns addressing consumers' unmet needs and preferences in North America.

In conclusion, a mixed-method research design grounded in consumer insights will enable Nike to address its strategic objectives effectively. By systematically understanding consumer perceptions and behaviors, Nike can optimize its market positioning and strengthen its competitive advantage in the dynamic North American fitness and sports apparel market.

References

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• Kotler, P., Keller, K. L. (2016). Marketing Management (15th Ed.). Pearson.
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