product marketing research findings (spss)

Marketing Research

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Marketing research for wishbone, the world's smallest smart thermometer

Corporate and Product Profile

Wishbone thermometer was developed and manufactured by technology start-up Joywing. ‘Wishbone’ is a non-contact smart thermometer that functions with the Smartphone. This product characteristic is a distinctive Y-shaped shape that is easy to use and accurately detects temperature in a body in not more than two seconds. The team of Joywing developed Wishbone targeting parents. Their aim was to solve the major challenges of measuring baby’s temperature while he is crying (Peter, 2004).

Besides measuring body temperature, Wishbone thermometer has also ability to measure ambient and object temperature. These are very important features to parents who may wish to know the best temperature of milk or the weather around their baby. The device uses its mobile application to boast some important features, for example it has ability to store information from the past for future analysis or reference. This feature is especially helpful for parents that are checking the recovery of their baby from an illness or for a couple that want to conceive. The unique Y-shape of Wish bone thermometer is designed for proper viewing positions while it is still operational. This thermometer is the only one compatible with Android and with iOS devices.

Joy Wing was founded in the year 2014; This Company is made up by a team of multinational engineers, technologists as well as designers who have diverse backgrounds. These team members are also parents and therefore they developed the Company with an aim of making parenthood a bit easier.

Research Objective

The research objective of this study is conduct a primary marketing research for customer acceptance of Wishbone thermometer that is yet to be marketed in Singapore. This research will e carried out in Singapore to determine how the customers are appreciating the new product and if they are willing to embrace the product in their country.

Research Methodology

Research methodology is the process in which information and data is collected with an aim of making decisions of a business. The research methodology in this research will include the following.

Research Design

The research design is the general strategy that is chosen to incorporate different components of a study in a logical and coherent manner, hence, ensuring there is effective address of the research problem. The research design will constitute the collection blue print, extent, and data analysis. in this research I will use a number of research designs which will include

Descriptive Design: Descriptive designs will help me get answers to; who, when, where, what, and how questions that are associated with our research problem. Descriptive study does not conclusively establish answers on why (Peter, 2004). This research design will help me obtain information that concerns current status of Wishbone thermometers in Singapore and its performance and acceptance in that country. Descriptive design will also help me determine how the device is used.

Research design will help me observe this subject in a natural manner and in a natural environment. Through descriptive design no normal behavior of the subject tool of research will be interfered with. I will also be in a position to determine the variables that could be tested quantitatively. Here I will also be in a position to develop a study that is more focused after noting the limitations of the research. I have also chosen descriptive study since it yields data that is rich hence leading to very important recommendations. This approach is also very essential since it collects large chunks of data that helps in conducting an analysis that is more detailed (Diaz, 2013).

The second research design that I will apply is Exploratory Design. An exploratory design will be efficient in this research because the research problem have had only few earlier studies in which I can refer to in predicting an outcome. My focus is to get insights and knowledge for the investigation. Exploratory designs often are used to set up an understanding of the best way to proceed in the study, choose the best methodology that would apply in gathering information on the wishbone issue.

Through the use of exploratory design, I intend to be familiar with the basic details, arrangements, and concerns. Secondly, I will get a properly grounded picture of Singapore situation that is being developed. Through this design there is Generation of fresh ideas and postulation. I will also manage to develop tentative hypotheses (Kotler, 2007). Exploratory design will help me in Determination of whether my study is practicable in the coming future. This method is also efficient because issues will get refined for further systematic investigation as well as help me in formulating research questions.

Questionnaire Design

Section A: General Customer Information

1) Name

2) Gender

3) Age

Section B: Please place an “X” in the box that most closely describes your opinion.

	Statement	Strongly Agree	Agree	Neutral	Disagree	Strongly Disagree
XXXX (Main Issue 1)	4) It is easy to use Wishbone device
	5) Wishbone device is affordable
	6) I have a smart phone to use with the device
	7) I have used wishbone device often
XXXX (Main Issue 2)	8) I can easily access Wishbone device if I want to buy one
	9) Wishbone device is fast and efficient
	10) I am able to measure the baby’s temperature when he is crying
	11) Wishbone device is able to measure temperatures of other objects like milk.
	12) Wishbone device has helped me store data for future use.
XXXX (Main Issue 3)	13) It is easy to view results of Wishbone while it is still operating
	14) This device has helped me detect quickly change in temperature I my baby
	15) The device is perfect and do not need any improvement
	16) The device should be made more available and affordable
XXXX (Main Issue 4)	17) The device is an essential household equipment
Overall	18) Overall, I am interested in the product.
	19) I will buy it.
	20) I will recommend it to my family and friends.

Thank you for your participation.

Sampling Plan (method, unit and size)

Method : I will use Random sampling which is a pure type of probability sampling. The reason why I selected this method is because every population member has equal as well as chance of being selected. Noting that Singapore has a very large population, it will be impossible to recognize each member of that population, hence random picking becomes the best option

I will also apply Non-probability samples. Through the use of non-probability sampling method, I will have no idea of the probability that every population component will be selected. In this method every population factor constitutes a non-zero possibility of being selected. Non-probability sampling method presents two possible advantages, which are convenience and price.

Unit : My sampling unit will be the women. This is because they are the ones that majorly handle the children. I will also use hospitals as another unit since they also use this facility often.

Size : I intend to use around 500 people for every 15 million people that I am targeting. This size which is great will be important because their opinion will show most probable what the other population will be thinking.

Methods of Data Collection and Analysis

In this research I will use quantitative data as my collection method. Quantitative data is normally subjected to arithmetical procedures like calculating the average or the mean number of the times a behavior has occurred daily, monthly, or yearly. This method will be very efficient for me since this method will give me definitive, or almost definitive, answers to my questions. A number of quantitative analysis can show changes in a variable that is related to –duration, frequency, timing intensity, and level, among others. They will allow me to compare the changes to each another, to another variable’s changes, or to another population’s changes. I will also be able to determine if those changes could have been caused as a result of my intervention or plan, or by other factors that are known or even unknown (Marder, 2010). 

Limitations

Market research has a number of limitations. Among the limitation that I can face is false information from the interviewees this is because people tend to le or fake answers when they feel they are under observation, or are afraid to give answers that could hurt others. Another limitation is the issue of bias. Another limitation n this market research is lack of flexibility during the research since the questionnaires have fixed questions and give no room for further questioning. Lastly, there was the issue of expenses, whereby a lot of time and money has been used in the research.

Findings and Analysis

Univariate Statistical Analysis : In this research, I found out that the people of Singapore are aware of the device. Nevertheless it is not yet readily available especially because of its high cost. They also seem to agree that the device is efficient and first and it can be effectively used on a crying child. This people are willing to use this device especially because it can also be used with any form of smart phone. The fact that the device can be used also to read temperatures of other objects seems to be an added advantage to the people of Singapore. My target group being mostly mothers, I predict that they will seek to buy the device (Drake, 2008).

Recommendations

I recommend to mothers to buy the Wishbone device. This is because when the babies are unwell, they cry a lot since they lack ability to say what is wrong. To give their parents a peace of mind, this device that will quickly and efficiently measure temperature as well as track historical data. This device has actually been created by parents themselves, and therefore there is a grantee that it can satisfy needs of other parents. Another reason I recommend that parents should buy this device is its feature of ambient mode. In this mode, Wishbone is able to detect environment temperature through using its sensor to collect data from its surroundings. Parents should use the feature to get ambient temperature and settle on whether they should add more garments to babies.

Marketing Recommendations

My marketing recommendation is that Wishbone device company should seek to engage more with the customers so as to understand their needs better. Secondly, the company should create a data strategy that is clearer over time. The company should further eestablish measurable goals so as to avoid being unsure if their interactions are really functional. Finally, the company should add consistency and create metrics all around on how often they post their content on social media, as well as how quickly they respond to customer’s message

Wishbone device Company should ensure they promote more public awareness and more open discussions in regard to the demand and operation of original medicine. They should then invest in supply and in market development in order to achieve a guaranteed market for their products. They should also have long-term investment strategies on the marketing issue. This Company should also find new opportunities for their products in order to have demand growth. Besides local investments and marketing, this Company should invest in export opportunities. Through investigation and development of exportation, this company will administer to produce their intention markets.

Further Research Opportunities

Due to some of the limitations I faced during my research, I intend to further my research on the wishbone device. I will use different form of research method in order to get more flexible information. Among the other methods that I will use is interviews of face to face as well as online interviews. This further research will help me determine how much people are aware of this device and how much they have embraced it.

References

Peter F. (2004). Management: Tasks, Responsibilities, Practices. Australia: Harper & Row.

Drake, P. (2008). McDonald & Wasko, ed. Distribution and Marketing in Contemporary Hollywood. Malden, MA: Blackwell Publishing.

Charles E, (2004). The Advertising Handbook, Ideas in Flight, Seattle, WA.

Diaz C. A. (2013). "Assembling Market Representations". Marketing Theory

Kotler, P. (2007). Gary Principles of Marketing Pearson, Prentice Hall, New Jersey

Marder, E. (2010). The Laws of Choice—Predicting Customer Behavior, The Free Press division of Simon and Schuster