AMR CASE STUDY Q: We are a watch company launching a new premium range of watches and wrist gear for

the Indian metropolitan market. As part of our pre-testing program, we wish to understand which kind of message strategy holds greatest appeal for our audience. Describe the research process you would employ to study the target audience, and frame a questionnaire to aid this study. Ans: The research process will be carried out in the following 9 steps in order to study the target audience for the new premium range of watches and wrist gear for the Indian Metropolitan market. 1. Define Research problem/ objective 2. Determine expected value of perfect information 3. Research methods and Data collection technique 4. Selection of Measurement technique 5. Determining the research design and sampling method 6. Data processing and analysis 7. Define the time and cost involved 8. Determine the ethics of the research 9. Prepare the research report. STEP 1: Define Research Problem and objective: i. Problem Discovery The demand for a new premium range of watches and wrist gear ii. Problem definition The target group of 18 to 35 opting for and buying a premium range of watches and wrist gear. iii. Research Objective The research objective is to whether the youth today will spend a large amount of money on an accessory like watches and wrist gear.

iv.

Hypothesis Development The youth in Metropolitan India will opt for a watch that is trendy, sporty and is willing to pay a large amount of money for good quality along with a strong brand name.

STEP 2: Determine expected value of perfect information The information required for the study has to have the following characteristics inorder to be useful to the company: i. Relevance- The data that is collected is relevant to the topic under research and must add value to the research report and analysis.

ii. Quality- The quality of data collected should be good quality with genuine honest responses. It should not contain fake manipulated data about the target audience. iii. Timeliness- The data should be updated and recent. It has to talk about the scenario and consumer opinions of today. Considering it is the youth it becomes increasingly important to keep it up to date iv. Completeness- Incomplete data is waste when it comes to research. Half information can at times confuse the researcher thereby not satisfying the research objective. If data that is collected does not have the above characteristics, the research analysis and measurement will not be of the optimum level, affecting the result and findings of the research. STEP 3: Research methods and Data collection technique Data that is to be collected can be both primary and secondary in nature. A. Sources of collecting primary data: i. SurveysSurveys will be conducted amongst the target group of 18 to 35 years old. The following kind of surveys will be used: Face to face interview- Such kinds of surveys involve a lot of depth and helps in better understanding of the consumers. The respondent can be observed ta the same time. Surveys on the interview- The target audience being primarily the youth, they can be easily found on the internet. Visitors to the company website can be asked to fill questionnaires and also

questionnaires can be mailed to the target audience. This method will not just be inexpensive but will also be spread across the country without the need of physically being present everywhere.

ii.

Focus groups7-8 focus group discussions, consisting of 8-12 members each will be conducted for 90-120 minutes each. In order to study the demand for the watches, the youth will be called in for a focus group and their perspective will be studied.

iii.

Depth InterviewsLaddering technique will be used inorder to test what the respondent associates with the brand name not brand name you are testing premium watchesso what are the expectations and need states that are associated with the brand name. this will in forming the communication message of the company.

B. Sources of collecting secondary data: i. ii. Newspapers like Bombay times, Mumbai Mirror, HT caf where the fashion trends of the youth will be mentioned News Media and televisions shows like Style Check which will showcase the demand for premium range of watches and wrist gear.

STEP 4: Measurement technique In order to study the target audience for the watch company, a mixed type of questionnaire will be formed which will contain both closed ended and open ended questions. The data collection through questionnaire will be done using a structured non-disguised form of questionnaire. Along with the questionnaire, attitude scales and projective techniques will also be used to measure the collected data. The following attitude scales will be used: i. Ranking- The respondents will be asked to rank their preferences, liking and disliking with respect to watches and wrist gears.

ii. RatingThe following rating scales will be used in order to measure data: Likert Scale- The respondent will be asked whether they agree or disagree to a particular proposition. The Stapel Scale will also be used where the respondents will be asked the degree of liking or disliking , to what extent they agree or disagree to certain given conditions.

Projective techniques that will be used will be: i. Word association where the respondents will be asked for the first thing that comes to their mind when you say a particular word. The organization can take in ideas for communication messages and also help comprehend whether what the company really wants to say reaches out to the consumer.

ii. Sentence Completion where the respondents will be given half completed statements and will be asked to complete it. It will give the company a better understanding of the respondents hidden needs.

STEP 5: Determining the research design and sampling method:

The research design that will be used in order to study the target market for a new premium range of watches and wrist gear is Descriptive Method. Being an existing watch company and coming up with a new range of watches, the company is getting into brand extensions. Through a descriptive research, the organization can answer the questions who, what, where, when and how of the target audience for the watches. The research will be factual and simple. The research design will be cross sectional in nature as a few people from the population will be selected at one given point of time for the research. The sampling method that will be used will be probability sampling. A Systematic sampling method will be adopted for the sampling process. The method will be cheaper compared to other methods and random selection of the sample doesnt need to be done too often. Plus since it is premium it becomes necessary to talk to the niche crowd only

STEP 6: Data Processing and Data Analysis:

Data Processing needs to be carried out. This will convert all the various kinds of data collected from all sources into meaningful information enabling them to be analyzed further. Data Analysis is the application of the processed data into meaningful formats and helping come to a conclusion and proper findings for the research. This step is extremely important because otherwise the data collected will not make any sense.

STEP 7: Determine time and cost for research

Since the research aims at testing the demand for a premium range of watches and wrist gear across metropolitan cities in India, it will consume about 2-3 months. Also with such wide range of target audience and the in depth information required for the research, a large amount of money will be involved amounting to about Rs 3-5 lakhs.

STEP 8: Define a moral code of ethics for research A moral code of ethics will be designed to which the researcher will have to abide and follow during the process of the study.

STEP 9: Prepare the research report: The report of the research will be in the following format: i. Title

ii. Index iii. Introduction iv. Statement of problem v. Data Collection technique vi. Research design/ Sampling method vii. Major Findings viii. Recommendations

ix. Conclusion x. Bibliography xi. Appendix

The questionnaire to aid this study will be as follows: 1. Do you use a watch? Yes No 2. What do you look for in your watch? 3. Rank the following features that make you opt for a watch, in order of importance Style Price Colour Battery Life Clarity of digits Digital Strap Brand Name Chronogaph Other features on watch like date 4. What is the first thing that comes to your mind when you hear the wordTime/watch/brand name push this as first question 5. If you had to personify your ideal watch, what will it be like? 6. My next new watch should stand out from the ones in the market Strongly agree Agree

Cant say Disagree Strongly Disagree 7. Money is an important factor to be considered while purchasing a watch Strongly agree Agree Cant say Disagree Strongly Disagree 8. Measure the degree of the response in the previous question by stating how importance is price? +3 +2 +1 Very Important -1 -2 -3 9. Does the brand name matter when you purchase a watch? Yes No You have not added sentence completion