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Nike Dri-FIT
Market Research
Prepared for: Alison Dean
June 14, 2009
Table of
Content
Executive Summary
Background Problem
Definition Research
Design Fieldwork Data
Collection Data Analysis
Reporting
Timing
Appendices
Executive Summary
This proposal responds to your brief of June 15 2009 and
describes: Business Objective:
Research Objective:
to assess if consumers are aware of the brand and the media communications.
to assess if consumers are familiar with the technology and consider it important.
to understand purchase interest across different price points and evaluate spend potential.
Visit stores to assess what are the barriers to purchase (poor visibility, limited
availability and knowledge of sales staff)
Qualitative:
Conduct focus groups with user groups to explore reactions to the brand, the
designs and media communication material.
Quantitative:
Sample Composition: n=300 Questionnaire / n=8 Interviews with Store Managers / n=5 Focus Groups
Timing:
Background
Background
Nike was established in 1971 and is a global marketer of athletic footwear, apparel and equipment. Its swoosh logo and
Just Do It slogan have motivated millions all over the world (Malhotra, 2007: 404-405).
Consumers receive information from different media sources and make good use of it to collect product information of
their preferred products (Schiffnan et al., 2005). Because consumer knowledge of products and competitive products
affect the consumption decision-making process (Schiffnan et al., 2005), media can be considered the most effective
channel to distribute product information (Ramaswamy, 2008). Consumers consumption behaviour is affected by their
brand knowledge and personality (Kay, 2006: Schiffman et al., 2005), it is recommended that Nike Inc. understand
consumers by analyzing the relationship between consumer psychology and product characteristic (Schiffman et al.,
2005).
The market for sports apparel is becoming increasingly competitive. The model developed by Phil Knight (high value
branded product manufactured at a low cost) is now commonly used and to an extent it is no longer a basis for
sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share.
The Dri-FIT range has not been meeting projected sales targets in the Asia-Pacific region. We have been commissioned
by the brand manager to conduct market research in Hong Kong, Shanghai and Sydney. We will measure all aspects
of the marketing mix and provide valuable information to support the management decision to reinvigorate, change, or
phase out the Dri-FIT range.
Problem Definition
Problem Definition
Problem Definition
Qualitative
In-depth understanding
of customer behaviour and attitude
Focus Groups
In-Depth Interviews
Quantitative
Quantify consumer
behaviour and attitude
Questionnaire
Our Approach
We recommend a three-phase approach:
Store Audit and store manager interviews: Depth interviews are a direct way of
obtaining information to illustrate a number of specific issues. Our store audit and interviews will
be conducted on a one-on-one basis to uncover beliefs and attitudes about the brand and reveal
any underlying or hidden information that we can test quantifiably with further research
(Malhotra, 2007:158-162).
Qualitative: Our focus groups will be conducted by a qualified research moderator and consist of eight (8)
respondents. It will provide deeper understanding of why and how products are chosen and purchased
(Malhotra, 2007:145-155).
Quantitative: This research will measure consumer awareness, interest across current and different
price points and reactions to media communications. Our well designed questionnaires are easy to
complete and offer a direct comparability of responses. Questionnaires will be completed by consumers
as they
exit the store (Malhotra, 2007:187-189).
Our Approach
Our Approach
Rationale:
To link the consumer to you through the collection of
data/information.
In doing so you will be able to gain valuable insight into the consumer and define
opportunities or problems to support your management decisions. Using proven research methods we
will explore and measure all aspects of the marketing mix (Malhotra, 2007: 8-11).
Product
Is the current range
appealing?
Do you need to
introduce new
designs?
Price
Promotion
Place
Is the price
competitive?
Are consumers
users?
visibility in store?
Are you
better deal?
communicating the
store?
benefits clearly?
Research Design
Research Design
Who, What, Where, When and Why?
Our research design is the framework of our market research proposal. It defines the information needed to
conduct the research and how we propose to obtain it (Malhotra, 2007: 78).
Store Audit
Barriers to Purchase
Qualitative Research
Consumer Understanding
Quantitative Research
Brand Test
Store Audit
Barriers to Purchase
Qualitative Research
Consumer Understanding
Quantitative Research
Brand Test
Valuable Users
Valuable Users
Valuable Users
What is important?
benefits to customers?
communication?
advertisements?
Length of interviews:
30 minutes
Selection
Stores will be selected in high traffic areas
Length of interviews
Aged 18 50
Recruitment
1 x Athlete
2 x Athletic Participant
2 x Consumer
Minimum 4 respondents in each group
Approximately 15 minutes
Aged 18 50
Recruitment
N=300
Sample composition
Age 18 29
Age 30 - 39
Age 40 - 50
Data Collection
Data Collection
Design of questionnaires and subsequent analysis will be
conducted by a senior research director (Malhotra, 2007:305-306).
Experienced moderators will be responsible for facilitating the focus group
discussions and store visits, conducting store audits and interviewing staff and store managers
(Malhotra, 2007:145 & 158).
Focus groups will take place in a viewing studio allowing the client to view/attend
(Malhotra, 2007:147).
All materials will be agreed and signed off with the client before proceeding - crucially
sample design, questionnaire and recruitment specs (Malhotra, 2007: 300-301).
Fully trained professional interviewers will be conducting the store exit interviews. Quotas and
progress will be monitored by a fieldwork manager or supervisor (Malhotra, 2007: 413-418).
A proportion of the interviews will be back checked i.e. respondents re-contacted and
confirmation of the interview and key information provided in interview made (Malhotra, 2007:
305-306).
Interviewers will use PDA to input questions and additional data entry. The questionnaire will be
scripted onto the PDA and routing done automatically to avoid interviewer errors. The program
will
be tested before going to field (Malhotra, 2007: 419).
Data Collection
Design of questionnaires and subsequent analysis will be
conducted by a senior research director (Malhotra, 2007:305-306).
All interviews will be conducted in the language of the participants.
Data Analysis
Fieldwork Questionnaires
administered
27.0
28.0
25.0
27.0
100.0
67.0
43.0
38.0
8.0
29.0
17.0
27.0
18.0
26.0
Maintenance
Potential
50%
60%
65%
Aged 18-29
N=50
Female
N=150
Total Evaluated
(n=300)
Data Analysis
The tool we will use to analyze the relationship between the independent and
dependent variables is cross-tabulation (Malhotra, 2007: 468).
Our rationale for using this method:
Reporting
Reporting
The research deliverables are:
One PowerPoint research report covering:
Store Audit findings
Qualitative in-depth research findings
Quantitative questionnaire research findings
Following supports are expected from Nike:
Stimulus materials to introduce the store and the product
Advisory input in developing attributes or answer options used in the questionnaire
Timing
Timing
A total of 10 weeks are required to deliver the final research output.
Week No.
TASK
Store Audit
Qualitative
- Preparation of research
- Recruitment
- Conduct Focus Group
- Reporting
Quantitative
- Set up, develop questionnaire
- Fieldwork
- Reporting
10
References
References
Alreck, P.L. and Settle, R.B. (1999) Strategies for building consumer brand preference, The Journal of Product & Brand
Management, Vol 8, No 2, pp 130-144, viewed 13 June 2009 http://www.emeraldinsight.com
Francis, G. (2007) Introduction to SPSS for Windows, v15.0 and 14.0, Pearson Education Australia
Kay, M. J. (2006) Strong brands and corporate brands, European Journal of Marketing, Vol 40, No 7/8, pp 742-760, viewed 13 June
2009 http://www.emeraldinsight.com
Kotler, P. (2004) Ten Deadly Marketing Sins: Signs and Solutions, John Wiley & Sons, New Jersey, pp 20, ISBN: 978-0-471-66206-8
Malhorta, N. K. (2007) Marketing Research: An Applied Orientation 5th Edition, New Jersey, Pearson Prentice Hall.
Morgan, D. (1993) Successful focus groups : advancing the state of the art Chapter 1, pp. 3-19, Sage Publications, Newbury Park,
Calif. Ramaswamy, V. (2008) Co-creating value through customers' experiences: the Nike case, Strategy & Leadership, Vol 36, No 5,
pp 9-14,
viewed 13 June 2009 http://www.emeraldinsight.com
Rossenberger, P. J. (1996) Focus Groups: An Introduction for the Uninitiated, pp. 1-15, Department of Management, University of
Newcastle
Shiffman, L., Bednall, D., Ocass, A., Paladino, A. and Kanuk, L. (2005) Consumer Behaviour, 3rd Edn, NSW, Person Education
Australia
Williamson, K. (1989) Research methods for students, academics and professionals: information management and systems, Kirsty
2nd ed., Chapter 14,2002,pp. 235-249
Appendices