1. Write persuasive copy to describe your study and recruit participants (150-250 words)
2. Incorporate bullet points that articulate the time commitment, compensation (if any), research design and data management plan.
3. Outline the requirements for participant (screening criteria)
4. Include a professional visual image that reflects your study design.
5. Flow your copy and image into a MS Word, Publisher, Photoshop or Indesign template to build a cohesive and attractive advertisement.
PLEASE DO NOT UPLOAD YOUR STUDY TO CALLFORPARTICIPANTS.COM.
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Grading Criteria (50 Total Points):
Thoughtfulness (15): Full credit indicates no spelling/grammatical errors and illustrated clearly defined research goals.
Accuracy (15): Full credit indicates the advertisement fulfilled the guidelines in the handout and conveyed a strong knowledge and mastery of the textbook chapters to date.
Creativity (20): Full credit indicates the student went the extra mile by producing a recruitment ad that is not only professional-looking, but also persuasive and visually appealing without detracting from his/her defined research goals.
October 16, 2014
Recycling of Products as a Marketing Problem
For my research proposal I have chosen recycling of products as a marketing problem. Recycling is the best way to reuse a material or product. People utilize many products, gadgets, appliances etc. and constant use of any products or electronic devices causes wear and tear, the product gets old and the consumers had to ultimately throw them (Sodhi et al 2001). If we keep on throwing used material, the waste accumulation and garbage dump will be overcrowded with these materials and products and it can lead to many unfavorable consequences or problems (Oskamp, 1995). So my company thought an innovative way to recycle these materials so it can be reused. Recycling has many benefits for our environment as well as customers too. It reduces air, water pollution, helps in conservation of natural resources, and saves energy consumption.
Although recycled product has many benefits but a major marketing problem arises while selling these products to customers or consumers. Various researches have been done to analyze the problem in detail and find the best possible solution to overcome it. The recycling research has been divided into many categories such as pricing research, consumer behavior research, selling techniques and strategy, promotional research etc. Thus we need to build a strategy or framework to integrate all these research aspects and design a new method or strategy to launch these recycled products in markets and how to increase its sales.
A literature review will help understand the topic better and understand the different aspects of recycling. For creating recycled products we need to distinguish the items which can be recycled, then we need to find out the method which can be used to recycle items. Various methods or recyclers are available, but we will try to choose which cost effective, eco is friendly and fast. We need to do a market survey and statistical analysis. We need to find out dependent as well as independent variables and find their correlation. Then we need to find its impact on various variables such as recycling behavior, problems, limitations, solutions etc. (Sirdeshmukh et al 2002).
Cost is also a factor in conducting market survey and research. Thorough analysis of cost must be done as different recycling programs. During market survey we will also determine the prices of similar products in market such that similar recycled products can be created and will be sold at considerably very low prices.
A better promotion requires different communication tactics which include advertising, personal selling, publicity, sales promotions etc. It is designed to increase the sales. This research investigates effects of various strategies which are focused on increasing recycling behavior. Various studies have been linked to various components of promotions. Door to door selling and personally communicating with consumers also play a significant role.
First of all the materials to be recycled are separated according to the recycling process which will be applied and the recycler which will be utilized. Very less research has been done in this area so comparison is difficult.
The main objective behind the preparation of this research proposal was to distinguish and find out various problems associated with selling of the products.
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- To conduct a market survey to know about the need of the consumers or customers.
- To enlists the probable problems and solutions.
- To design an effective marketing plan.
- Advertise the products and attract customers with various advertising techniques.
- To introduce various promotional offers regarding the product.
- Provide maintenance of products.
- Provide customer satisfaction.
Customers generally like fresh products as they believe that the utility and life span of products will be better. They don’t believe in buying the recycled or old products as the working efficiency is expected to be low and the warranty or life span of the product cannot be expected to be good in comparison to the original products (Shawn, 2006). Moreover they believe that the recycled products will require more servicing. So even if the market price of the product is low, it will require maintenance and thus the overall cost incurred on the products will ultimately rise ( McCarty et al 1993).
The best possible solution to the above mentioned problem is to convince the consumers or customers so that they become interested in buying the product. If we explain about the benefits of the product to the customers and demonstrate the product and its utility thoroughly then it will help the customer to choose the product better (Malhotra and Peterson 2006). We can explain about the various attractive feature of the products like cost effectiveness, user friendly nature, less power consumption, more fast, working efficiency etc. We can conduct free workshops to promote and demonstrate the products better.
Development of Hypothesis
Various hypotheses can be built on the basis of above probable problems and solutions.
Hypothesis 1: If majority of consumers belong to the middle class family or average income group, then the sales of products will increase.
Hypothesis 2: If the product is user friendly and easy to use then the sales of the product will automatically increase.
Hypothesis 3: If the product has a larger life span and gives warranty for a long period then more customers will buy it.
Hypothesis 4: If the product is environment friendly then the government will also support the product which in turn will increase the sales.
Hypothesis 5: If the product is certified and tested in the laboratory then it highly likely to be bought by customers.
Sampling technique: The main aim of the sampling technique is to avoid any bias and utilize a cost-effective manner for sampling. The sampling should be done carefully in order to avoid any error because a single error can lead to big differences. Various sampling methods can be used depending on the various advantages and disadvantages it carries. The sampling method should be cost effective, profitable, and easy to conduct. The method should not be biased (Craig and Dougas 2005).
So we will use the random sampling method to sample population here as it offers many advantages.
- Every individual has equal chance of getting selected.
- It can be used in case of large populations.
- It is representative of population.
- It is the easiest method to sample population.
- Conclusions or generalizations can be drawn easily.
- It avoids bias.
This type of sampling method is appropriate for the market research as it provides statistical data which is cost efficient too. Here our main requirement was to choose a sampling method which is more user friendly, easy to use, for large population, cost effective and as this method seem promising and avoid statistical error, thus it was chosen.
Sample size: Large population was chosen which included people of various groups. Thus giving fair chance to be equally likely selected.
Methods for collection of data
There are various methods for collection of data. Instruments and tools can be used according to the research proposal. Both qualitative and quantitative approach can be used. The qualitative approach can be used for small size and relies on explanatory data whereas quantitative approach can used for large sample size and relies on descriptive data in bulk. We can collect data by conducting surveys, formulating questionnaires, conducting interviews etc. (Carson et al 2001)
- Surveys: Surveys will be conducted at various places to collect a random sample or mixed population so that every individual have an equal chance of getting selected.
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- Questionnaires: There are many ways of introducing questionnaires either it can be on paper or web based.
- Conducting Interviews: Interviews can be conducted and can be telephonic, web based or face-to –face.
There are 5 hypotheses that need to be tested. They can be tested in the following way:
- Calculate mean, variance, standard deviation
- Develop an alternative hypothesis H
- Develop a null hypothesis H0
- Choose an appropriate level of significance
- Bias: In research there a hypothesis is formulated and an outcome is expected .The first step of research requires sampling method .Thus we see a series of steps are involved in research and errors or variation can occur at any steps. It can be of various types such as selection bias, bias of an estimator, it can occur in hypothesis testing too.
- For our market survey we try to choose a population or place which will contain people of different interests. But in spite of our analysis it might happen that we survey people of same interest or a particular age group or belonging to a particular economic class. Thus if unknowingly we conduct the survey on a particular group or having same interest, then our sampling results will be biased and not true. Thus to avoid this we need to survey from a lot of different places to minimize the error.
- Bias of an estimator: The estimator may have sometime expectations that can differ with the value of the parameter leading to bias.
- Errors in hypothesis testing: Various errors also crop up in hypothesis testing like Type I error ,Type II error, Type III error
Our first objective is to create awareness. It can be done through various ways like distribution of fliers or mailers announcing the promotion or launch of recycled products. Once awareness is created about the products they must be educated about the mechanics of the products. Local merchants can set up booths to display or promote recycled products (Spengler et al 2004). We conducted interviews and questionnaires in our market survey. We asked the participants several questions with yes or no options. They were arranged online and offline as well. The most frequent responses were that they would like a cost effective recycled product which would be fast, efficient, user friendly and eco friendly. The main demand of the consumers was that it has to be low price and must have a warranty to ensure that they get the best product which will work for long. After the awareness and promotion program other advertising options must also be considered like social media, newspapers, websites, print media, broadcasting etc.
For our sampling we choose various places such as residential places, colleges, offices etc. We did the statistical analysis to find out if the hypothesis were correct or not. We find out the statistical analysis to be correct except few errors and bias which was there. All these detailed information and reviews from the consumers will help us to create a better product and we expect the sales of our products to reach heights. Also we will strive to create a better product in low price with many attractive features.
Finally we know that successful marketing requires continuous effort. Follow up surveys must be part of the program. The major requirement of the program is funding, because if the funds are low then the promotions might suffer and ultimately the sales (Hair et al 2010).
- Oskamp, S. (1995). Resource conservation and recycling: Behavior and Policy. Journal of Social Issues.
- Burn, Shawn. “Social Psychology and the Stimulation of Recycling Behaviors: The Block Leader Approach.” Journal of Applied Social Psychology 21.8 (2006).
- Sodhi et al (2001). Models for recycling electronics life of products.
- Spengler et al (2004). Environmental integrated production and recycling management.
- McCarty et al (1993). A structural equation analysis of the relationships of personal values, attitudes and beliefs about recycling and recycling of solid waste products.
- Malhotra and Peterson (2006). Basic Marketing Research; a decision making approach.
- Craig and Dougas (2005). International Marketing Research.
- Sirdeshmukh et al (2002). Consumer, trust value and loyalty in relational exchanges.
- Carson, Gilmore, Perry, Gronhaug (2001) Qualitative Marketing Research.
- Hair et al (2010). Essentials of marketing research.