MANAGEMENT DECISION PROBLEM (MDP)

Is there enough demand to launch a home-services based solution model?

MARKETING RESEARCH PROBLEM (MRP)

Research Components of Research Hypotheses
Problem Research Methodology
Problem/ (Research
Information Designs to used,
Required Techniques to be
used for Data
Collection,
analysis)

To determine Which SEC Secondary H1: Target

consumer profile categories do the Research, Depth consumers in
(demographic, target consumers Interview, ANOVA higher SEC
psychographic) of belong to? categories are
potential target more likely to try
segment the new model

Among each SEC Depth Interviews, H2: People living in

category, what are Surveys, Cluster apartment
the major Analysis complexes have
segments based readier access to
on factors such as such services than
types of dwellings those living in
(own homes/ standalone homes
apartment
complex), H3: People who get
transferability of transferred
jobs, etc.? frequently are
more likely to try
such services in
new locations

To assess the relative Which of the Depth Interviews, H4: Depending on

importance of different service domains Surveys, the relative
service domains and (electricians, Discriminant importance of
their attributes
plumbers, Analysis different 'service
carpenters, etc) domains' to the TG
are more consumer, offering
commonly used? shall comprise of
one/more domains
in its core service
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What are the Depth Interviews,

attributes Surveys, Factor
(hard/core, Analysis
soft/non-core) that
consumers look for
in these services?

What is the Surveys, Factor H5: The more

relative order of Analysis important
importance of attributes can be
these ‘service grouped to form
attributes’? core services while
the less important
ones can form the
set of extended
services

To gauge How do the Depth Interviews, H6: Consumer

consumer existing services Surveys, ANOVA dissatisfaction with
perception and measure up in existing services
satisfaction level of comparison to the can induce the trial
current ideal set of of the new model
alternatives to attributes that the
accessing such consumer desires
services in such services?

To determine the What are the Depth Interviews, H7: Presence of

purchase intention barriers to the Surveys, ANOVA large number of
for the new service use of the new barriers would be a
model service model and deterrent to the
how strong are new business
they?
H8: Presence of a
few strong barriers
could be a
deterrent to new
business

What are the Depth Interviews, H9: Presence of a

potential triggers Surveys, ANOVA large number of
that could induce a triggers could
trial of the new induce a trial
service model?
H10: Presence of a
few strong triggers
could induce a trial

What is the Surveys, ANOVA H11: Strong needs

strength of the for a switch may
need to switch to provide a scope to
the new service
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model? charge premium

To assess the How do the Depth interviews,

effective consumers get to Surveys
promotion know of the
methods for the different avenues
new service model of the existing
to reach the target services?
audience
What are preferred
methods of
consumers of
coming to know of
such services?

DEPTH INTERVIEW
Sample Size: This needs to be between 15 to 20.
Once the depth interview has been done, laddering technique can be used to come up
attributes and questions that can be used in the questionnaire design (survey).

SURVEY

Sample Size: should typically be in the range 1000-2500. However this is a budget based
decision and has to be decided consequently. But in any case for a good survey result, this
number should not go below 500.

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