What Is Business Research? Please Explain

1st Question Business Researchdescriptionplease Explain The Signif

Please explain the significance of Research Questions and Research Objectives for a Dissertation. How you plan to develop yours?

Choose a global well-known brand. With the information you have about it, analyse the customer segments, targeting, and positioning. Supply practical examples to support your submission.

Paper For Above instruction

The significance of research questions and research objectives in a dissertation cannot be overstated, as they form the foundation upon which the entire research is built. Well-crafted research questions guide the direction of the study, delineate the scope, and specify what the researcher aims to uncover or understand. They serve as a compass that aligns the research activities, ensuring that the study remains focused and relevant. Research objectives, on the other hand, translate these questions into specific, measurable, achievable, relevant, and time-bound (SMART) goals, providing a clear pathway for data collection, analysis, and interpretation. Together, research questions and objectives help in establishing the purpose of the research, guiding methodological choices, and ensuring that the findings contribute meaningfully to academic knowledge and practical applications (Creswell, 2014).

In the context of a dissertation, developing effective research questions and objectives involves a systematic process. Initially, the researcher must identify a broad topic of interest, then narrow down to specific issues or gaps in existing literature. Conducting a thorough literature review helps in understanding current debates and identifying areas needing further exploration. Based on this, the researcher formulates research questions that are clear, concise, and researchable. Subsequently, these are refined into research objectives that specify what the researcher intends to achieve through data collection and analysis. For instance, if the broad topic is customer satisfaction in the hospitality industry, specific research questions might explore factors influencing satisfaction levels, while objectives might include measuring satisfaction across different hotel categories and identifying key drivers of customer loyalty. This structured approach ensures that the dissertation remains focused, feasible, and capable of producing valuable insights.

Regarding the second part of the prompt, analyzing a global well-known brand’s customer segments, targeting, and positioning requires selecting a brand with extensive market presence. For illustration, Apple Inc. serves as an excellent case due to its global recognition, innovative products, and strong market positioning. Apple’s customer segments are diverse, ranging from technological enthusiasts and early adopters to mainstream consumers and professionals. The brand targets different segments through tailored marketing strategies; for example, it targets premium consumers seeking innovative, high-quality devices with a focus on design and user experience, as well as more price-sensitive students and young professionals through affordability programs like installment plans and educational discounts.

Apple’s targeting is strategically aligned with its differentiation approach, emphasizing innovation, design, and ecosystem integration. Its positioning is centered around premium quality, cutting-edge technology, and seamless user experience, which distinguishes it from competitors. For example, the launch of the iPhone revolutionized smartphone technology and created a perception of Apple as a leader in innovation. The brand’s marketing campaigns consistently emphasize simplicity, elegance, and technological superiority, reinforcing its high-end positioning. This approach allows Apple to maintain a loyal customer base willing to pay premium prices for exclusive features and brand prestige.

Practical examples include Apple's segmentation strategy during product launches, where Apple introduces different models targeting varied consumer needs. For instance, the iPhone SE targets budget-conscious consumers seeking affordable yet powerful smartphones, while the iPhone Pro models cater to tech-savvy professionals and creative experts demanding high-performance features. Apple also uses geographic segmentation, tailoring marketing efforts based on regional preferences and socio-economic factors, such as customized advertising in different countries (Kumar & Reinartz, 2016).

In conclusion, understanding the nuances of customer segmentation, targeting, and positioning is vital for developing effective marketing strategies. Apple exemplifies how a brand can successfully cater to diverse segments through tailored products and messaging, reinforcing its premium market position globally. This approach not only fosters customer loyalty but also sustains competitive advantage in the dynamic technology landscape.

References

  • Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
  • Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36-68.
  • Kotler, P., Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education.
  • Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction. Pearson.
  • Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer Behavior. Pearson.
  • Apple Inc. (2023). Annual Report. Retrieved from https://investor.apple.com
  • Baines, P., & Fill, C. (2014). Marketing. Oxford University Press.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson.
  • Rossiter, J. R., & Percy, L. (2017). Advertising and Promotion Management. McGraw-Hill Education.
  • Homburg, C., Klarmann, M., & Schmitt, J. (2019). Expansion of Customer Segmentation. Journal of Strategic Marketing, 27(4), 305-317.

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