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Research Proposal for Diversified Computer Solutions

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Research Proposal for Diversified Computer Solutions

  1. 1. Jonathan Mullins, Shaquita Searcy, Reina Williams, and Jason Moon, Research Proposal Group Project MKTG 4360 Dr. Periatt December 2, 2015 Research Proposal for Diversified Computer Solutions Origin Diversified Computer Services (DCS) are trying to discover more ways to promote the use of cost effective technology and information analysis to maximize available resources for the benefit of society. In order to do this, they must know how knowledgeable their constituents (i.e., current customers, general public, businesses, police and fire departments, schools, and judicial systems) are about them. They want to gather data from their current (being older), new, and potential customers to help solve product quality issues. This is an exploratory research study aimed to identify current awareness levels and marketing strategies they may use to increase their communication effectiveness and drive the growth of the business. Decision Problem Diversified Computer Services are struggling with ways to better communicate with the general public. For them, this is a decision problem that needs to be addressed through research orientation. They are interested in gathering information about how to enhance awareness about their databases to their current, new, and potential customers. Information gathered from this study will narrow down the major problems and highlight areas that need improvement. Knowing this will help cultivate and innovate a unique selling proposition that customers can easily identify.
  2. 2. ResearchProblem This study will address several research problems, in hopes of finding a solution. One, awareness will be measured from different groups; customers, the general public. (I.e. businesses, judicial systems, waste and recycling services, police, sheriff, and fire departments), and schools. Data will be collected from current customers and the public to test how effective their communication efforts have been. Their ability to recognize certain elements of the software will identify how well their message has been conveyed. Two, open-ended questions will be used to identify what software is the most useful, what aspects of the product are most favorable, and is it time saving. Knowing these answers will help guide the direction of the product—what adjustments should be made? Three, using secondary sources gathered from the general public to determine price tiers and media vehicles. Information Collected Using a combination of instruments will help measure the different dimensions of awareness. A sequence a questions will be asked from current customers and the public to see what and how much they know about Diversified Computer Services and their software. These open-ended questions are used to test their knowledge and familiarity of the software. Respondents will be shown a screen of an element from the software, and then asked to describe what they see on the screen. They will be asked are they aware of software, and if so, explain. Questions of this nature, will show the level of understanding the public actual has about the software. Similarity is also a dimension that will be measured to see if the public can identify the software and distinguish it from similar software. This will help DCS see if their message is getting through to the audience, and if not, assist them in the development of a unique selling proposition that will set them apart from their competition. Different resources will also be used to determine what
  3. 3. media streams should be used to better communicate with customers and the public. Lastly, demographics are vital statistics that will be collected to identify and compare the respondents’ differences and similarities in personal attributes to see if it fits within the geographical area. Targets A census sample will be used, as primary data, to collect information from the current 30 customers who are already using Diversified Computer Services. This will measure awareness of the current product and the use of its functionalities. The information gathered will bring arise to product errors and provide a better understanding of what the customers think of the system and its overall importance. A series of questions, similar to open-ended, will be asked by general public to cause the respondent to think and reflect. This will help to better understand the public’s views and opinions. Question Analysis and Development The questions in our questionnaire have a strong relationship to what is stated in our research design. Our research design outlined three major principles Awareness, Similarity, and Information Source Identification. In order to fulfill the information needed, we based our questionnaire around these three principles. With Awareness, we wanted to measure the fluency and understanding that current customers have of DCS’ product. To do so, we asked questions regarding the frequency of use and if the current customer participated in the DCS lead training services. The principle of similarity was aimed at gathering information to examine how certain aspects of the software are performing and if the current customers would like to see any functionality or formatting changes. The majority of the queries within our questionnaire fall into this category. We asked questions pertaining to tasks software is used for and modules of software used the most. Our questionnaire has little relationship to the category of Information
  4. 4. Source Identification. The Research Design stated we were collecting data to analyze the proper channel to disseminate information to current and future customer. Our survey asked one question in this field, “How were you introduced to CIMS?” With this question we gave three answer choices with one being “Other” with a text box to give your answer. This simple question will tell you the way they heard about CIMs but will not provide any information on preferred media or preferred method of contact. After going through the entire process, we noticed there were some important aspects we simply overlooked such as making sure all of the questions were organized and formulated to ensure we would get accurate and thorough information from our target audience. There were some questions that could have been eliminated because the focus was more on the individual than the actual organization. There were also questions that required explanation and most people do not like to explain in details, especially since our surveys were supposed to be quick. Going through, we saw the areas that needed more focus and the areas that seemed to be the most helpful. This has enlightened us to see the high points and low points of the study.

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