Question

Quantitative Research - Perception of students using Apple TV Plus Apple's new premium TV streaming service called Apple TV Plus, is launched last year. The company is reportedly prepared to invest billions of dollars on its bug push into TV. One of the main market segments for this product are characterised as Urban, Age 20-45, Male & Female and bachelor stage (Business Insider, 2019) In this regard, the company asked you as external marketing consultant to check if the current marketing strategy product is suitable for this segment in Germany. In this case, you decided to run a market research-survey (in CBS among bachelor students) to fulfil the objectives of this project.

- Define your problem from a marketing perspective

- Design a research question for this task

- Explain how you would identify and recruit your participants

- Design a questionnaire to collect data

- Please analyse data with help of software

- present your findings

Answer 1

1. Problem: To know the marketing strategy favoured by German population for introduction of new Apple TV plus in the market.

2. Research question: What are the expectations from the upcoming Apple product, Apple TV plus?

3. The participants would be user of apple products and loyal towards the brand as when the customers would be arguing against the product, there brand loyalty can speak for them at that moment. And the participants would be youngsters as the belief of technical stuff being understood better by a youngster of around age 22-35 would help in bringing more of customers towards product.

4. Collect all basic information

i) Do you use apple product? Yes/No

ii) If yes, since when are you using it? ___

iii) Are you satisfied with the product? Yes/No

iv) If no, why? _____

v) Which TV brand do you prefer and why? _____

vi) What are the qualities of a good TV for you? _____

vii) How would you respond to an Apple TV? Positive/negative/neutral

viii) What would be your expectations from it? _____