Respondents

Only a particular group of people will be targeted. In my research I will be targeting only those people who do swimming. This will be a group of 30 people. These people will be asked on the High Street in Bromsgrove town. In order to make sampling more useful, some people will be asked the questions as soon as they come out from the electronic shop. I think, that if people have enough time to go to the electronic store, they are likely to have some knowledge about electronic. They are also likely to be aware of Apple products, and have enough time to answer the questions, as they are more likely to be not in the hurry. Also, those people who go into and come from the electronic store are likely to earn enough money to be able to purchase my new product.

Respondents will be contacted and asked the questions via personal interview, as it will be more difficult to do it via telephone or postal questionnaire, and the respondents will be less likely to respond, if using these methods of contacting.

Questionnaire and approach

The questionnaire will be designed in a simple way, consisting of 15 questions. It will also include a table where all responses will be recorded. These design and methods will help to make easier to ask people questions, and will be likely to cause higher response from those people, who will be targeted.

Market research plan

The following market objectives apply to my research:

• To identify what is happening in the mp3 player market.

• To identify current trends and customers’ preferences.

• To identify customer’s requirements of features for a new product ‘iGoggles’

• To identify new market opportunities.

• To identify customer opinion of competitors products (mp3 players).

Sampling Theory

Firstly, when before starting my sampling I’m going to decide what method of sampling I’m going to use. There are different methods of sampling to be considered:

• Simple random sampling-when I will be asking everyone, who will be chosen by chance. It means that anyone, who I get I chance to ask will be involved in my questionnaire.

• Stratified random sample- is when a particular group of consumers is targeted and being questioned. For example, males aged 10-18 are selected and then are randomly asked the questions. Only those people, who fit this segment get a chance to involved in the questionnaire.

• Cluster Sample- when sampling from particular locations, and these locations do then represent the whole population. People are still selected randomly, but only from a certain location. For example. I choose to ask only those people who like in Bromsgrove. Therefore, only those people who live in Bromsgrove will be selected randomly and being asked the questions. However, people selected from a certain location may represent the whole population.

• Random Sampling- in this case there needs to be a list of all of the members of the target population. It is a very difficult method of sampling, because it involves access to the sources like: electoral register, Council Tax list, GP’s list, yellow pages and etc. Also, once one person is selected, it cannot be changed, and no one else can be asked. This method would be inappropriate when doing my questionnaire, as I don’t have access to the sources listed above. It is also very difficult to get all data accurate, because there’s a large number of people involved.

• Non- random sampling- involves quota sampling, which means selecting respondents in proportion to the consumer market profile within my chosen market.

The sample size of my questionnaire going to be 30 people, as my sampling is going to be specialized on targeting and asking questions only those people, who do swimming. In this case, asking other respondents would not be appropriate for my primary research. Therefore the method of sampling, which is going to be used in my primary research, will be non-random sampling as it will involve asking a particular group of people, and selecting respondents according to the consumer market data given above.

• The respondents are going to be asked on the streets, particular electronic/computer shops, and sport shops, as they will be more likely to be interested in the product and be more likely to answer the questionnaire.