Writing the Market Research Proposal

The Honda Auto Company

Roy Baja

MKT350-1401A-01

PH3 IP

Professor Donald

1-26-2014

Honda Auto Company

Knowing client’s taste and preferences in any business already defines its success (Keillor, 2007). Many companies such as Honda Auto Company oversee the need to research and analyze its target market. The best way to obtain this information is by conducting a market research with different marketing tools. Data obtained can help the company in developing its marketing strategies. The following survey designed for Honda Company to explain different target market attributes.

Honda Target Market Survey

The main purpose of the survey is to determine potential markets for the company’s product. In case of Honda, for example, in the American market, there are two different modules of determining interviewee. In this context, the target populace is less obvious. If you do not conduct interview to the right audience, it might be hard to meet the goals of the survey. Consequently, it is critical to verify the target population (Berger, 2011).

After determining the target population, the next thing to do is to decide the number of people for an interview. In the case of statisticians, the larger the sample, the more accurate the data obtained. Conversely, precision improvement rate decreases as sample size increases. For instance, to increase a sample from 500 to 1000, in such an occasion it doubles the meticulousness (McKinley, 2005). For such a company, it is good to decide the sample size basing on the following factors, budget, degree of precision, and time available.

The next method involves choosing the best method of data compilation. It is good to choose a method that contains a lot of advantage in order to get the right responses. Due to the diversified target market in the case of Honda Company, two different methods include telephone interview and personal interview, which will give maximum results. Personal interview involves asking a question face-to-face directly to the interviewee. This approach can take place at home, on the street, at a shopping mall, and so on. The following paragraph highlights the importance of this approach.

The method has the ability to let interviewees feel, see, and taste Honda products. It is possible to locate the target population, for example, at a Honda marketing site in America’s central business district. Moreover, with the method it supports long interviews especially at home. You can arrange interviews in advance; furthermore, many people will prefer talking longer than phone interviews. Another possible method to use is the telephone survey method. This is the most popular method of survey in the United States of America for 98% of American homes at least have a telephone (McKinley, 2005). 

Advantages of a telephone method are somehow many compared to face-to-face interviews. It is the fastest method to contact people than any other method available especially if the interviewer adopts the use of computer-assisted telephone interviewing. You can reach new people simply by dialing random telephone numbers. Moreover, software such as survey system has the ability of combining survey answers as soon as possible the interviews end. The advance has the capability of combining results minutes as soon as the completion of the interview. On the other hand, interviewers have the room for clarifying unclear responses. Lastly, the other additional method to use is web surveys. For it is rapidly gaining popularity. It is cost effective, has flexible advantages, and contains significant sampling limitations (Keillor, 2007).

The next method is to scan Questionnaires. Scanning is possibly the fastest and accurate method of data entry. Furthermore, the next step is to choose Questionnaire design. General consideration includes designing a questionnaire that will fit in the selected medium. According to a marketing research, the best approach is to use the acronym K.I.S.S (keep it short and simple). For example, do not present a 30-page questionnaire because potential respondents will give up early, for it is time consuming (Keillor, 2007). The best questionnaire starts with introductory message that enables potential target market to complete the questionnaire. Moreover, in the case of Honda Company, it is good to involve the responses such as “Not Applicable,” Other or “Don’t know” except to certain questions. In internet surveys the following clause should be in inclusion “No” and “Yes” (McKinley, 2005). 

In the case of Honda Company, possible questions include multiple choice, numeric open end, and text open questions. For example

· How do you view Honda products? (Quality, economical, Cheap)

· How much can you spend on Honda products compared to other Companies products? (Average Cost, Above normal, Below normal?)

· How can our company improve product conditions?

· How would you rate our products? (Good, average, below)

· On a scale of “10” how will you rate, your interest to our products?

· Which of the following category explain your last feeling after purchasing our product? Somewhat pleasant,

Very unpleasant, or

Very pleasant

· How often do you use our products?

Daily

Monthly

Quarterly, or

Annually

· How does Honda influence your daily life? (essential, fashionable, just transport?)

· Which Honda product do you prefer the most?

· What is the best way for Honda to tailor its product to suite your needs? (Improve style, Warranty, performance?)

Below is the 10 question Survey submitted for the The Honda Company

Survey QuestionsCustomer 1Customer 2Customer 3Customer 4Customer 5Customer 6Customer 7Customer 8Customer 9Customer 10



 

How do you view Honda products? Good

Quality inforced, Econmomical, Cheaply

made?econmomicalCheaply madeQualityQualityQualityQualityQualityeconomicalqualityCheaply made



 

How much can you spend on Honda

products compared to other Companies

products? (Average Cost, Above normal,

Below normal?)AverageAboveBelowBelowBelowBelowBelowAboveAverageAbove



 

How can our company improve product

conditions?

More MPGQualityReduce PriceImprove StyleReduce PriceReduce Price

Add more

optionsMore MPG

More

Electric

VersionsQuality



 

How would you rate our products? Good,

Average, Below expectations?GoodBelowGoodGoodGoodGoodAverageGoodGoodBelow



 

On a scale of “10” how will you rate, your

interest to our products?7178776773



 

Which of the following category explain

your last feeling after purchasing our product?

Somewhat pleasant,Very unpleasant, pleasant?

PleasantUnpleasantPleasantPleasantPleasantPleasantSomewhatSomewhatPleasantUnpleasant



 

How often do you use our products?-

Daily?, Monthly?, Yearly?, nonedailynoneDailyDailyDailyDailyDailyDailyDailyNone



 

How does Honda influence your daily life?

Essential?, Fashionable? Just transportation?EssentialJust TransportEssentialEssentialEssentialJust TransportJust TransportJust TransportEssentialNone



 

Which Honda product do you prefer the

most?CivicCivicCivicCR-ZAccordCivicAccordAccordFIT EVCivic



 

What is the best way for Honda to tailor its

product to suite your needs?- Improve Style?,

Warranty? Performance?PerformanceWarrantyPerformancePerformancePerformancePerformanceStylePerformanceStyleWarranty

Primary Research (Qualitative Research)

Also known as, field research for it entails gathering information through new research methods (McKinley, 2005). Honda Company utilizes qualitative research by focusing on consumer feelings and attitudes. Examples of qualitative research at Honda Auto Company include:

· Focus group – by speaking with small groups of 5-10 individuals, interviewer can ask intuitive questions pertaining brands and new products. For example, in America the company can obtain direct response from its core customers.

· Depth interviews – involves researchers accompanying consumers on a trip to the local purchasing store. It helps understand customers’ behaviors, attitudes, and their reactions to the store.

While undertaking market research using the above method, it is important for interviewees to reflect on the views of all consumers. On the other hand, in the American soil, one way of managing this is by using sampling techniques. This method involves taking answers from consumers that reflects opinions of customer base. It boasts of a quick analysis, enables multiple comparisons among different variables, and allows a large population generalization Keillor, B. D. (2007).

In the above design survey, I chose the American population because it is the best market for Honda products across the globe. Moreover, American consumers are more loyal to the company’s products. The target audience perception for the company’s product is affirmative. Many view the products as durable, flexible, and reliable. On the other hand, audiences are geographically and personally, trait segmented. Central American and west states mostly consider the company’s product. They had positive responses with further clarification by observation technique. Ethical concern that exists while conducting the research includes poor data-gathering procedures, faulty data gathering procedures, to fabrication and falsification.

References

Berger, A. (2011). Global Corporate Strategy - Honda Case Study. München: GRIN Verlag GmbH

Keillor, B. D. (2007). Marketing in the 21st century. Westport, Conn: Praeger.

McKinley, M. (2005). Marketing alignment: Breakthrough strategies for growth and profitability : the path to market leadership. Princeton, N.J: Recording for the Blind & Dyslexic.

Sheet1

Survey Questions	Customer 1	Customer 2	Customer 3	Customer 4	Customer 5	Customer 6	Customer 7	Customer 8	Customer 9	Customer 10
Ø  How do you view Honda products? Good Quality inforced, Econmomical, Cheaply made?	econmomical	Cheaply made	Quality	Quality	Quality	Quality	Quality	economical	quality	Cheaply made
Ø  How much can you spend on Honda products compared to other Companies products? (Average Cost, Above normal, Below normal?)	Average	Above	Below	Below	Below	Below	Below	Above	Average	Above
Ø  How can our company improve product conditions?	More MPG	Quality	Reduce Price	Improve Style	Reduce Price	Reduce Price	Add more options	More MPG	More Electric Versions	Quality
Ø  How would you rate our products? Good, Average, Below expectations?	Good	Below	Good	Good	Good	Good	Average	Good	Good	Below
Ø  On a scale of “10” how will you rate, your interest to our products?	7	1	7	8	7	7	6	7	7	3
Ø  Which of the following category explain your last feeling after purchasing our product? Somewhat pleasant,Very unpleasant, pleasant?	Pleasant	Unpleasant	Pleasant	Pleasant	Pleasant	Pleasant	Somewhat	Somewhat	Pleasant	Unpleasant
Ø  How often do you use our products?- Daily?, Monthly?, Yearly?, none	daily	none	Daily	Daily	Daily	Daily	Daily	Daily	Daily	None
Ø  How does Honda influence your daily life? Essential?, Fashionable? Just transportation?	Essential	Just Transport	Essential	Essential	Essential	Just Transport	Just Transport	Just Transport	Essential	None
Ø  Which Honda product do you prefer the most?	Civic	Civic	Civic	CR-Z	Accord	Civic	Accord	Accord	FIT EV	Civic
Ø  What is the best way for Honda to tailor its product to suite your needs?- Improve Style?, Warranty? Performance?	Performance	Warranty	Performance	Performance	Performance	Performance	Style	Performance	Style	Warranty

Sheet2

Sheet3