Research Prospectus (250 points)
Step 1: Please select one of the following scenarios for this assignment. Please highlight (by using boldface type, underlining, using the yellow highlighting tool, changing the text color, etc.) the scenario that you have chosen for this assignment.
Scenario #1:
NCR Country Club (NCRCC) started in 1954 as an employee benefit of the National Cash Register Co. but is now an open-membership club. This country club located in Kettering, Ohio (near Dayton), hosts two 18-hole golf courses. The NCR South course, a par 71 championship course of 6,824 yards of heavily wooded rolling countryside, the site of the 1996 PGA Championship, the 1986 U.S. Open, and the 1998 U.S. Mid-Amateur, is consistently ranked by Golf Digest as one of the top 100 courses in the United States. The prairie-links style of the North course, a 6,358-yard par 70 course, is considered challenging. In southwestern Ohio, the active golf season usually lasts from May through October. Within a 30-minute radius of NCRCC, the avid golfer will find eight other private golf and country clubs as well as 29 public golf clubs and courses.
In 1997, after the purchase of NCR Corporation by AT&T, AT&T provided a $4.0 million interest free loan to raze the original clapboard-sided clubhouse and replace it with an all-brick colonial style facility. Boasting both formal and informal, inside and outside eating facilities as well as banquet and party rooms, the members voted that the new clubhouse would be totally smoke free. The rich cherry wood paneling and the hunter green and burgundy décor mellow the high ceiling, interior spaces. Golf memberships are $20,000 with social (non-golf) memberships at $1,000 each. NCR employees did not and do not pay membership fees to join. Additionally, each member must spend $150 per quarter in dining receipts and pay $225 (golf) or $160 (social) in annual dues.
Needing to attract new members to support the renovated facility after AT&T divested itself of NCR and given the growing age of its members, NCRCC implemented an aggressive membership campaign in 1998. The goal to bring golf memberships to 680 and attract as many social memberships as possible. After only moderate success, NCRCC commissioned McMahon Group to assist with strategic planning.
Scenario #2:
P&G recently moved its IAMS pet food division from Vandalia (OH) to Mason (OH). The move affected 240 workers, who were offered positions to join the 2,000 workers occupying the pet food division headquarters in Mason. A company statement indicated, “We’re doing this to increase productivity, collaboration, and access to P&G’s resources/expertise.” P&G also told employees that it was beginning a separate, multi-month study on how to increase collaboration and efficiencies with the 250 employees still working in its pet food research and development complex located in Lewisburg (OH). What research might be included in the multi-month study to determine the future of the Lewisburg R&D facility and its employees?
Scenario #3:
Executives at Warner Brothers believe that Ellen DeGeneres is the heir apparent to Oprah Winfrey in daytime TV, in its last season, a research report revealed that The Ellen DeGeneres Show was, for the first time, on par with The Oprah Winfrey Show in viewers’ minds. Implementing the findings, Warner Brothers announced that NBC’s 10 owned-and-operated stations would keep broadcasting DeGeneres’s show through 2014.
The written report revealed that DeGeneres’s hour-long show is upbeat and inspirational traits that appeal to daytime’s female audience; she is seen as relaxed and relatable; and she is more likable than Winfrey, according to the Q Scores Company. Even though the DeGeneres show lagged behind the Winfrey show in the treasured Nielsen ratings, on emotional issues DeGeneres was in a virtual tie with Winfrey.
What other questions should the report address?
How would you advise the networks to “franchise” DeGeneres based on your study’s results?
(Make sure to address all questions listed in Step 2)
Step 2: Please design a Research Prospectus that outlines a research project that can address the problem(s) listed in your selected scenario. You may type your answers directly in this document.
Justification for why the research project is needed:
1. Problem Statement: Please provide a one-paragraph overview of the problem and why it is an important problem in this business scenario. (20 points)
2. Purpose of Research: Please provide a one-paragraph explanation of how research can help solve this problem. (20 points)
Descriiption of what will be studied:
3. List and define the variables of interest for this research project
Independent/Predictor Variables: (10 points)
Dependent/Criterion Variables: (10 points)
4. List the research question(s)/hypotheses for this research project. You may use a bullet point list for this question (20 points)
5. Who are you choosing to study? Please explain your choice. (20 points)
6. What sampling method will be used (Please name a specific sampling method described in the textbook and explain why it is the best choice)? (10 points)
7. Describe how the sample participants will be recruited for this study. (10 points)
8. Do you need informed consent? Why or why not? (10 points) How the study will be conducted:
9. Research Method – Please provide 3-4 detailed paragraphs describing the how you will conduct your research study. (50 points) Areas to consider addressing include:
a) A list specific research methods you plan to use.
b) Discussion of why you chose those specific research methods.
c) Descriiption of how the variables are being researched/measured.
d) An explanation of how this research project answers the research questions; and
e) Other appropriate topics.
10. How will you ensure that participants come to no harm? (10 points)
11. What kinds of difficulties and pitfalls might you expect when conducting this type of study? What will you do to prevent of minimize these difficulties? (20 points)
Summary of how the results of the research can be used to help make well-informed business decisions.
12. What are the benefits from this research? (20 points)
13. How can the results of this research project be applied to fix the problem? (20 points)
research part 2
Research Prospectus (250 points)
Step 1: Please select one of the following scenarios for this assignment. Please highlight (by
using boldface type, underlining, using the yellow highlighting tool, changing the text color,
etc.) the scenario that you have chosen for this assignment.
Scenario #1:
NCR Country Club (NCRCC) started in 1954 as an employee benefit of the National Cash
Register Co. but is now an open-membership club. This country club located in Kettering, Ohio
(near Dayton), hosts two 18-hole golf courses. The NCR South course, a par 71 championship
course of 6,824 yards of heavily wooded rolling countryside, the site of the 1996 PGA
Championship, the 1986 U.S. Open, and the 1998 U.S. Mid-Amateur, is consistently ranked by
Golf Digest as one of the top 100 courses in the United States. The prairie-links style of the
North course, a 6,358-yard par 70 course, is considered challenging. In southwestern Ohio, the
active golf season usually lasts from May through October. Within a 30-minute radius of
NCRCC, the avid golfer will find eight other private golf and country clubs as well as 29 public
golf clubs and courses.
In 1997, after the purchase of NCR Corporation by AT&T, AT&T provided a $4.0 million
interest free loan to raze the original clapboard-sided clubhouse and replace it with an all-brick
colonial style facility. Boasting both formal and informal, inside and outside eating facilities as
well as banquet and party rooms, the members voted that the new clubhouse would be totally
smoke free. The rich cherry wood paneling and the hunter green and burgundy décor mellow the
high ceiling, interior spaces. Golf memberships are $20,000 with social (non-golf) memberships
at $1,000 each. NCR employees did not and do not pay membership fees to join. Additionally,
each member must spend $150 per quarter in dining receipts and pay $225 (golf) or $160 (social)
in annual dues.
Needing to attract new members to support the renovated facility after AT&T divested itself of
NCR and given the growing age of its members, NCRCC implemented an aggressive
membership campaign in 1998. The goal to bring golf memberships to 680 and attract as many
social memberships as possible. After only moderate success, NCRCC commissioned McMahon
Group to assist with strategic planning.
Scenario #2:
P&G recently moved its IAMS pet food division from Vandalia (OH) to Mason (OH). The move
affected 240 workers, who were offered positions to join the 2,000 workers occupying the pet
food division headquarters in Mason. A company statement indicated, “We’re doing this to
increase productivity, collaboration, and access to P&G’s resources/expertise.” P&G also told
employees that it was beginning a separate, multi-month study on how to increase collaboration
and efficiencies with the 250 employees still working in its pet food research and development
complex located in Lewisburg (OH). What research might be included in the multi-month study
to determine the future of the Lewisburg R&D facility and its employees?
Scenario #3:
Executives at Warner Brothers believe that Ellen DeGeneres is the heir apparent to Oprah
Winfrey in daytime TV, in its last season, a research report revealed that The Ellen DeGeneres
Show was, for the first time, on par with The Oprah Winfrey Show in viewers’ minds.
Implementing the findings, Warner Brothers announced that NBC’s 10 owned-and-operated
stations would keep broadcasting DeGeneres’s show through 2014.
The written report revealed that DeGeneres’s hour-long show is upbeat and inspirational traits
that appeal to daytime’s female audience; she is seen as relaxed and relatable; and she is more
likable than Winfrey, according to the Q Scores Company. Even though the DeGeneres show
lagged behind the Winfrey show in the treasured Nielsen ratings, on emotional issues DeGeneres
was in a virtual tie with Winfrey.
What other questions should the report address?
How would you advise the networks to “franchise” DeGeneres based on your study’s results?
(Make sure to address all questions listed in Step 2)
Step 2: Please design a Research Prospectus that outlines a research project that can
address the problem(s) listed in your selected scenario. You may type your answers directly
in this document.
Justification for why the research project is needed:
1. Problem Statement: Please provide a one-paragraph overview of the problem and why it is an
important problem in this business scenario. (20 points)
2. Purpose of Research: Please provide a one-paragraph explanation of how research can help
solve this problem. (20 points)
Descriiption of what will be studied:
3. List and define the variables of interest for this research project
Independent/Predictor Variables: (10 points)
Dependent/Criterion Variables: (10 points)
4. List the research question(s)/hypotheses for this research project. You may use a bullet point
list for this question (20 points)
5. Who are you choosing to study? Please explain your choice. (20 points)
6. What sampling method will be used (Please name a specific sampling method described in the
textbook and explain why it is the best choice)? (10 points)
7. Describe how the sample participants will be recruited for this study. (10 points)
8. Do you need informed consent? Why or why not? (10 points) How the study will be
conducted:
9. Research Method – Please provide 3-4 detailed paragraphs describing the how you will
conduct your research study. (50 points) Areas to consider addressing include:
a) A list specific research methods you plan to use.
b) Discussion of why you chose those specific research methods.
c) Descriiption of how the variables are being researched/measured.
d) An explanation of how this research project answers the research questions; and
e) Other appropriate topics.
10. How will you ensure that participants come to no harm? (10 points)
11. What kinds of difficulties and pitfalls might you expect when conducting this type of study?
What will you do to prevent of minimize these difficulties? (20 points)
Summary of how the results of the research can be used to help make well-informed
business decisions.
12. What are the benefits from this research? (20 points)
13. How can the results of this research project be applied to fix the problem? (20
Information on the Research Prospectus:
• Your Research Prospectus assignment must be double spaced, with 12-point font.
• You must upload a word document – PDFs will not be graded.
• To receive full credit, you must cite all your sources using APA format and list all your
sources at the end of the assignment in a bibliography.
• Please include the following: name, class, assignment title, and date at the top of your
assignment.
• As with any assignment, plagiarism is unacceptable and will result in a zero.
• Because the assignment is very inclusive of the material you learn throughout the
semester, it is recommended that you work on it as the class progresses.
• Please follow all other instructions listed in the assignment.
• If you have any questions whatsoever, please do not hesitate to ask.
part 3 is a example
Research Prospectus (250 points)
Step 1: Please select one of the following scenarios for this assignment. Please highlight (by
using boldface type, underlining, using the yellow highlighting tool, changing the text color,
etc.) the scenario that you have chosen for this assignment.
Scenario #2:
It costs thousands of dollars to generate an application (app) for the Apple iPad. Just offering an
app is not guarantee of success. The most successful apps, sold as downloads, have to offer
true functional value. Apple takes weeks to review an app proposal; only with Apple’s approval
can an app be officially offered for the iPad.
If you were Apple, what research would you want to see within the proposal to approve a new
app for the iPad? (Make sure to address all questions listed in Step 2)
Step 2: Please design a Research Prospectus that outlines a research project that can
address the problem(s) listed in your selected scenario. You may type your answers
directly in this document.
Justification for why the research project is needed:
1. Problem Statement (20 points): Please provide a one-paragraph overview of the problem
and why it is an important problem in this business scenario.
A problem that can occur when trying to see if a certain app is appropriate for the Apple
iPad is making sure that the app has value to a customer. In the scenario, it mentions that
an app can only be an Apple app and offered on the iPad when it has true functional value.
The main problem to this business scenario is making sure an app has value and is desired
by the customer before going to the app store. A proposal must prove that a new app holds
customer desire and value.
2. Purpose of Research (20 points): Please provide a one-paragraph explanation of how
research can help solve this problem.
Research can help discover what apps interest the app user population the most. Research
can also help answer what customers want to see in their app and how they intend to use
the app. Customers are not going to purchase apps if the app does not benefit the individual
in a certain way. Since apps cost thousands of dollars, it would be wise to research out what
types of apps customers would want and be willing to buy from the app store. This research
will help the researcher gain a sense of what types of apps should be allowed throughout
the app store.
Descriiption of what will be studied:
3. List two or three research questions (see page 79) for this research project (20 points). This
is NOT a list of the questions you would ask in a survey or interview. You may use a bullet
point list for this question. (Example: If an HR director were studying employee retention
rates, one possible research question would be “What types of employee benefits increase
employee retention rates?”)
The three research questions I would have for this research project are:
1) Who are our target customers?
2) What types of apps are downloaded on the app store by the target customers the most?
3) What value or benefits do these certain apps bring to the customer?
4. List and define the variables of interest for this research project.
Independent/Predictor Variables – definition on page 55-56 (10 points)
• The different apps that are provided
• The benefits that come with these apps
Dependent/Criterion variables – definition on page 55-56 (10 points)
• What apps will customers download
• What apps are desired and hold value to the customer
5. Who (which group(s) of people) are you choosing to study? Please explain your choice. (20
points)
For this research project, I would want to research people who have iPhones, iPads, or iPods
and download apps from the app store frequently. I would want to research out this target
audience because these customers would have a good sense of which apps hold value to him
or her personally. Again, these customers would not purchase apps that did not meet
their personal desire, need, or value/standard.
6. What sampling method will be used (10 points)? Please (1) name a specific sampling
method described in the textbook on pages 349 – 361 and (2) explain why it is the best
choice for your study. (Hint – Do not simply say “probability” or “nonprobability” sampling.
Those are two broad categories of sampling; please select one of the specific methods
discussed in the pages listed above).
I think the appropriate sampling method to use for this research project is a stratified
sampling method. The reason the stratified sampling method works the best is because it
divides the population into different segments such as age, gender, class, school and so on.
I think this is important to take note of because there are a variety of app users. Each app
user may have something different that is valuable, desired, or needed for them personally
from an app. The stratified sampling method will be able to separate customers by age and
gender, and then see what apps each segment finds valuable and downloads the most.
This will help the research be more efficient and the results more adequate.
7. Describe how the sample participants will be recruited for this study. How will you convince
participants to take the time to participate in your study? (10 points)
The way I would recruit participants for this study is by setting up a table right outside the
Apple store and encourage people to take a short survey. I would also have a simple
flyer explaining what the research is about. It would make sense to go about recruitment
this way because a good majority of those going into the Apple store have an iPhone,
iPad, or iPod. I would let people know it would only take a few minutes of their time and I
would provide an incentive. A good incentive I would give out if permitted would be an
app store gift card.
8. Do you need informed consent? Why or why not? (10 points)
Informed consent will be must. Informed consent helps a participant be aware of any
consequences (good or bad) that could happen throughout the study. It can also provide a
comforting factor to the participant. The participant will know his or her rights are being
upheld and that the researchers are credible and practice ethical behavior.
How the study will be conducted:
9. Research Method – Please provide 3-4 detailed paragraphs describing the how you will
conduct your research study. Areas to consider addressing include: (50 points)
(a) A list specific research method you plan to use.
(b) Discussion of why you chose those specific research methods.
(c) Descriiption of how the variables are being researched/measured.
(d) An explanation of how this research project answers the research questions; and
(e) Other topics as appropriate.
The types of research methods I plan on using are self-administered questionnaires and focus
groups. The self-administered questionnaire will be given outside the Apple store for
participants to fill out. The questionnaire will have questions about what apps each participant
has on his or her phone and why they have these certain apps. I can also ask what types of
apps he or she tends to download the most. From here, I will call back people who filled out the
previous survey and see if he or she would like to be part take in focus group. I would make
sure the focus group is diverse, because there are a variety of app users that range from
different ages and backgrounds. This will allow for in depth research to be made face to face
and allow for a participant’s voice to be heard more adequately. Focus groups allow for more
flexibility as far as questions being asked and then more accuracy towards the answers
received. The participant can answer more honestly and more in depth about certain apps and
what benefits or value these apps provide for him or her. They can also answer questions
about what apps they would personally like to see more of on the app store.
The variables I want to measure is if different types apps are provided on the app store, which
apps will customers find most valuable out of these apps and will the customers have the desire
to download them. During the focus group discussion, I could have the researcher or facilitator
bring up some ideas of certain types of apps and the benefits that come along with these apps. I
can then have the facilitator ask which apps do the participants find the most valuable and
relatable to the apps they already have on their phones. I would then have the researcher ask
what makes them valuable and if the participants have any suggestions that can make an app
more desirable to them.
This research project answers the research questions because again, the researchers well gain
a sense of who the target market is and what this target market is looking for in an app. The
researcher project will help Apple to have a better understanding of what apps should be
allowed in the app store or provided for the iPad. Apple will know what apps hold value to a
customer and are wanted by the customer.
10. How will you ensure that participants come to no harm? (10 points)
I will make sure that all personal information obtained from the research is kept confidential.
Participants will have to sign consent forms, and these consent form will have the
participants personal information on them. However, I would make sure that this information
is kept private and only used for research purposes. As far as the survey goes, the surveys
will be kept anonymous. There is no need for anyone’s information to be put on the survey.
This will help the participant to feel comfortable in putting his or her honest opinions on the
survey. Again, this information will only be used for research purposes. And since the
surveys’ will not have any names, there is no way for anyone to link up who wrote down
what answers.
11. What kinds of difficulties and pitfalls might you expect when conducting this type of study?
What will you do to prevent of minimize these difficulties? (20 points)
A pitfall I can see with a questionnaire is that questionnaires can seem impersonal
sometimes. Yes, a researcher can get a little sense of how a participant may feel or what
a participant may want. But then again, a questionnaire can limit a participant’s response.
This is where a focus group can come in handy. A focus group is beneficial because it is
face to face, and a researcher can analyze a participant’s response easier. However, a
downfall of this can be a participant’s privacy. A participant may be shy to answer honestly
because a facilitator is sitting right in front of him or her. I would want to get a facilitator that
will make the participant comfortable and not afraid to answer honestly.
Summary of how the results of the research can be used to help make well-informed
business decisions.
12. What are the benefits from this research? (20 points)
The benefits from this research are knowing what apps are most likely to be downloaded by an
app customer. The research will show which apps customers believe hold value to them
personally and what apps customers need or desire to have. This in the end will save Apple
money, because Apple will be aware of what types of apps are worth producing or developing.
13. How can the results of this research project be applied to fix the problem? (20 points)
The results of knowing what types of apps customers hold valuable can be applied when
looking at the proposals for new apps. Apple will know exactly what to look for when a new app
idea comes their way. Apple will not have to worry about spending money on producing an app
for the iPad that customers would not want to buy. And whenever trends start to change in the
app market, Apple can use this research project again to see what popular apps are being
downloaded at that time. In the end, Apple saves money and time.
example
Research Prospectus (250 points)
Step 1: Please select one of the following scenarios for this assignment. Please highlight (by
using boldface type, underlining, using the yellow highlighting tool, changing the text color,
etc.) the scenario that you have chosen for this assignment.
Scenario #2:
It costs thousands of dollars to generate an application (app) for the Apple iPad. Just offering an
app is not guarantee of success. The most successful apps, sold as downloads, have to offer
true functional value. Apple takes weeks to review an app proposal; only with Apple’s approval
can an app be officially offered for the iPad.
If you were Apple, what research would you want to see within the proposal to approve a new
app for the iPad? (Make sure to address all questions listed in Step 2)
Step 2: Please design a Research Prospectus that outlines a research project that can
address the problem(s) listed in your selected scenario. You may type your answers
directly in this document.
Justification for why the research project is needed:
1. Problem Statement (20 points): Please provide a one-paragraph overview of the problem
and why it is an important problem in this business scenario.
A problem that can occur when trying to see if a certain app is appropriate for the Apple
iPad is making sure that the app has value to a customer. In the scenario, it mentions that
an app can only be an Apple app and offered on the iPad when it has true functional value.
The main problem to this business scenario is making sure an app has value and is desired
by the customer before going to the app store. A proposal must prove that a new app holds
customer desire and value.
2. Purpose of Research (20 points): Please provide a one-paragraph explanation of how
research can help solve this problem.
Research can help discover what apps interest the app user population the most. Research
can also help answer what customers want to see in their app and how they intend to use
the app. Customers are not going to purchase apps if the app does not benefit the individual
in a certain way. Since apps cost thousands of dollars, it would be wise to research out what
types of apps customers would want and be willing to buy from the app store. This research
will help the researcher gain a sense of what types of apps should be allowed throughout
the app store.
Descriiption of what will be studied:
3. List two or three research questions (see page 79) for this research project (20 points). This
is NOT a list of the questions you would ask in a survey or interview. You may use a bullet
point list for this question. (Example: If an HR director were studying employee retention
rates, one possible research question would be “What types of employee benefits increase
employee retention rates?”)
The three research questions I would have for this research project are:
1) Who are our target customers?
2) What types of apps are downloaded on the app store by the target customers the most?
3) What value or benefits do these certain apps bring to the customer?
4. List and define the variables of interest for this research project.
Independent/Predictor Variables – definition on page 55-56 (10 points)
• The different apps that are provided
• The benefits that come with these apps
Dependent/Criterion variables – definition on page 55-56 (10 points)
• What apps will customers download
• What apps are desired and hold value to the customer
5. Who (which group(s) of people) are you choosing to study? Please explain your choice. (20
points)
For this research project, I would want to research people who have iPhones, iPads, or iPods
and download apps from the app store frequently. I would want to research out this target
audience because these customers would have a good sense of which apps hold value to him
or her personally. Again, these customers would not purchase apps that did not meet
their personal desire, need, or value/standard.
6. What sampling method will be used (10 points)? Please (1) name a specific sampling
method described in the textbook on pages 349 – 361 and (2) explain why it is the best
choice for your study. (Hint – Do not simply say “probability” or “nonprobability” sampling.
Those are two broad categories of sampling; please select one of the specific methods
discussed in the pages listed above).
I think the appropriate sampling method to use for this research project is a stratified
sampling method. The reason the stratified sampling method works the best is because it
divides the population into different segments such as age, gender, class, school and so on.
I think this is important to take note of because there are a variety of app users. Each app
user may have something different that is valuable, desired, or needed for them personally
from an app. The stratified sampling method will be able to separate customers by age and
gender, and then see what apps each segment finds valuable and downloads the most.
This will help the research be more efficient and the results more adequate.
7. Describe how the sample participants will be recruited for this study. How will you convince
participants to take the time to participate in your study? (10 points)
The way I would recruit participants for this study is by setting up a table right outside the
Apple store and encourage people to take a short survey. I would also have a simple
flyer explaining what the research is about. It would make sense to go about recruitment
this way because a good majority of those going into the Apple store have an iPhone,
iPad, or iPod. I would let people know it would only take a few minutes of their time and I
would provide an incentive. A good incentive I would give out if permitted would be an
app store gift card.
8. Do you need informed consent? Why or why not? (10 points)
Informed consent will be must. Informed consent helps a participant be aware of any
consequences (good or bad) that could happen throughout the study. It can also provide a
comforting factor to the participant. The participant will know his or her rights are being
upheld and that the researchers are credible and practice ethical behavior.
How the study will be conducted:
9. Research Method – Please provide 3-4 detailed paragraphs describing the how you will
conduct your research study. Areas to consider addressing include: (50 points)
(a) A list specific research method you plan to use.
(b) Discussion of why you chose those specific research methods.
(c) Descriiption of how the variables are being researched/measured.
(d) An explanation of how this research project answers the research questions; and
(e) Other topics as appropriate.
The types of research methods I plan on using are self-administered questionnaires and focus
groups. The self-administered questionnaire will be given outside the Apple store for
participants to fill out. The questionnaire will have questions about what apps each participant
has on his or her phone and why they have these certain apps. I can also ask what types of
apps he or she tends to download the most. From here, I will call back people who filled out the
previous survey and see if he or she would like to be part take in focus group. I would make
sure the focus group is diverse, because there are a variety of app users that range from
different ages and backgrounds. This will allow for in depth research to be made face to face
and allow for a participant’s voice to be heard more adequately. Focus groups allow for more
flexibility as far as questions being asked and then more accuracy towards the answers
received. The participant can answer more honestly and more in depth about certain apps and
what benefits or value these apps provide for him or her. They can also answer questions
about what apps they would personally like to see more of on the app store.
The variables I want to measure is if different types apps are provided on the app store, which
apps will customers find most valuable out of these apps and will the customers have the desire
to download them. During the focus group discussion, I could have the researcher or facilitator
bring up some ideas of certain types of apps and the benefits that come along with these apps. I
can then have the facilitator ask which apps do the participants find the most valuable and
relatable to the apps they already have on their phones. I would then have the researcher ask
what makes them valuable and if the participants have any suggestions that can make an app
more desirable to them.
This research project answers the research questions because again, the researchers well gain
a sense of who the target market is and what this target market is looking for in an app. The
researcher project will help Apple to have a better understanding of what apps should be
allowed in the app store or provided for the iPad. Apple will know what apps hold value to a
customer and are wanted by the customer.
10. How will you ensure that participants come to no harm? (10 points)
I will make sure that all personal information obtained from the research is kept confidential.
Participants will have to sign consent forms, and these consent form will have the
participants personal information on them. However, I would make sure that this information
is kept private and only used for research purposes. As far as the survey goes, the surveys
will be kept anonymous. There is no need for anyone’s information to be put on the survey.
This will help the participant to feel comfortable in putting his or her honest opinions on the
survey. Again, this information will only be used for research purposes. And since the
surveys’ will not have any names, there is no way for anyone to link up who wrote down
what answers.
11. What kinds of difficulties and pitfalls might you expect when conducting this type of study?
What will you do to prevent of minimize these difficulties? (20 points)
A pitfall I can see with a questionnaire is that questionnaires can seem impersonal
sometimes. Yes, a researcher can get a little sense of how a participant may feel or what
a participant may want. But then again, a questionnaire can limit a participant’s response.
This is where a focus group can come in handy. A focus group is beneficial because it is
face to face, and a researcher can analyze a participant’s response easier. However, a
downfall of this can be a participant’s privacy. A participant may be shy to answer honestly
because a facilitator is sitting right in front of him or her. I would want to get a facilitator that
will make the participant comfortable and not afraid to answer honestly.
Summary of how the results of the research can be used to help make well-informed
business decisions.
12. What are the benefits from this research? (20 points)
The benefits from this research are knowing what apps are most likely to be downloaded by an
app customer. The research will show which apps customers believe hold value to them
personally and what apps customers need or desire to have. This in the end will save Apple
money, because Apple will be aware of what types of apps are worth producing or developing.
13. How can the results of this research project be applied to fix the problem? (20 points)
The results of knowing what types of apps customers hold valuable can be applied when
looking at the proposals for new apps. Apple will know exactly what to look for when a new app
idea comes their way. Apple will not have to worry about spending money on producing an app
for the iPad that customers would not want to buy. And whenever trends start to change in the
app market, Apple can use this research project again to see what popular apps are being
downloaded at that time. In the end, Apple saves money and time.
