MKTG2010 Marketing Research Part B.docx - MKTG2010 RESEACH...

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MKTG2010 – RESEACH PROPOSAL PART B: MKTG2010 – RESEARCH PROPOSAL PART B: FINAL RESEARCH PROPOSAL Jennifer Bulla (3216383) Emily Feenstra (3260966) Jade George (3206472) Helen König (3289108) Jiaqian Ling (3257210) Workshop: Monday 1pm-3pm A research proposal paper submitted to the University of Newcastle in the New Space Campus in fulfillment of the requirements for a course work in MKTG 2010 – Marketing Research September 15, 2017 Supervisor: Alicia Kulczynski University of Newcastle MKTG 2010 Newcastle Precinct Campus PERMISSION TO STORE RESEARCH PAPER IN LIBRARY AND MAKE AVAILABLE
MKTG2010 – RESEACH PROPOSAL PART B: Table of Contents Myspace ................................................................................................................................................ 3 Introduction ........................................................................................................................................... 3 Issues to Address ................................................................................................................................... 3 Elements to Incorporate ........................................................................................................................ 3 Decision Makers’ Purpose ..................................................................................................................... 4 Research Question ................................................................................................................................. 4 Objectives: ............................................................................................................................................. 4 Information Value .................................................................................................................................. 4 Research Design .................................................................................................................................... 5 Method of Administration ..................................................................................................................... 5 Data Collection Form ............................................................................................................................. 6 Sampling Technique ............................................................................................................................... 7 Sampling Plan .................................................................................................................................... 7 Step 1: Defining the target population ............................................................................................... 7 Step 2: Data Collection Method – Self-administration online survey ................................................. 7 Step 3: Sampling frame ...................................................................................................................... 7 Step 4: Sampling Method .................................................................................................................. 7 Step 5: Sample size ............................................................................................................................ 8 Step 6: Selection of samplings and execution .................................................................................... 8 Ethical Considerations ........................................................................................................................... 8 Potential Limitations .............................................................................................................................. 9 References ........................................................................................................................................... 11
MKTG2010 – RESEACH PROPOSAL PART B: Myspace Introduction In a global world where social media gets more focus in everyday life, platforms like Facebook and Instagram instantly come to mind for global users. Myspace is a social networking website that offers an interactive service to communicate with friends (Gehl, 2012). The website was originally founded as “a venue for aspiring musicians and bands to share music and concert dates” (Rouse, 2017), but grew into a personalisation of profiles, photos, music, and videos. Myspace was the leading social media site that dominated between 2003-2008. In April 2008, the dominance shifted to Facebook and became a global wide-spread Social Network Service (SNS) (MarketLine, 2013). Issues to Address Due to the desire for high tech platforms, Myspace has failed to incorporate a structure that secures users, even after the revamp of the site to compete with current competitors. As Myspace continues to struggle in rebuilding its network, a problem that they failed to fix is the current layout. Sean Percival who was working at Myspace from 2009 till 2011 as the vice president of online marketing describes the struggle as a ‘’massive spaghetti-ball mess’’ (Stuart Dredge, 2015). Connie Chan, an analyst from Chess Media Corps, stated that "Myspace was created by people in the entertainment industry, not by technology gurus, therefore they could not innovate at the pace that they needed to compete" (Lee, 2011). Elements to Incorporate It’s important to have an interactive media profile that encourages users to engage in the service that can be provided. This also includes being able to continuously update and evolve its platform with the consistent modification of advance technology. Users will seek to other platforms if the website fails to apply changes and new entertainment (Nova

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