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1、AirQualityDevicesMarketingResearchProposal AndatechisanAustralianpanythatwasfoundedonthebasisofofferinglowcost,highqualitysafetyproductstoAustralians,includingairqualitydevices.Partneringwithover200businessesAustralia,NewZealandandworldwide,Andatechcontinuestoexpanditsrangeofhealthandsafetyproducts.
2、Andatechisinterestedinexpandingtheirrangeofairqualitydevicesandwouldliketodeviatefromthemedicalmarketandexplorenewsolutionstosolveairqualityfortheyoungergeneration.Thepanywouldliketoknowifthereisademandfornewairqualitydevicesinthecurrentmarket. Andatechwishestogaininsightintohowbesttomunicatetheprod
3、uctsbenefitstothedesiredtargetmarket(youngpeople).Thereforetheappropriatemunicationchannelandstrategytoeffectivelymunicatethesebenefitstoyoungerpeopletoraiseawarenessoftheproductmustbeidentified. Theresearchquestionswillbeasfollows. 1.Havestudentswithintheuniversitymunityheardaboutairqualitydevices?
4、 2.Douniversitystudentsunderstandthebenefitsofusingairqualitydevices? 3.Isthereademandfornewairqualityproductswithintheuniversitymunity? 1.Whichmunicationchannelwillraiseawarenessandgeneratethehighestsumerresponse(purchases) 2.Whatarethekeybenefitsoftheproductthatwillinducethetargetconsumerintopurch
5、asing 3.Whatmunicationstrategywillbemostengagingforthetargetconsumer(younguniversitystudents) lIsthereanyairqualityproductwithintheuniversitymunity?(Ordostudentsknowifthereisanyairqualityproductwithintheuniversitymunity.) lIsitnecessaryto lHowcanAndatechshowtheadvantagesoftheproductstotargetcustomer
6、sandcausethedesiretobytheproducts? Theobjectivesoftheresearchundertakewillbetofirstly,identifywhetherstudentsareawareofairqualitydevices.Secondlytoassesswhetherstudentsunderstandhowtheycanuseanairqualitydevicetobenefitthem.Andfinallytoinvestigatewhetherstudentsareconcernedaboutairquality. Theresearc
7、hobjectiveswillbetoobtainkeyfactorsintowhythetargetconsumerwillorwillnotusetheproduct.Whichmunicationchannelwillbemosteffectiveinmunicatingtheproductsbenefitsaswellasthemostappropriatemunicationstrategyforthedesiredchannel. Theobjectivesoftheresearchundertakewillbetofirstly,identifywhetherstudentsar
8、eawareofairqualitydevicesandwhetherthestudentsthinkitisnecessarytoinstallairqualitydevicesinstrumentwithintheschool.Secondlytoassesswhetherstudentsunderstandhowtheycanuseanairqualitydevicetobenefitthem.Finally,findingthemostthemosteffectivemunicationstrategytomakesthestudentsanduniversitymakesureiti
9、snecessarytobuyairqualitydevices. TheresearchwillbeundertakenatDeakinUniversityinBurwoodandwillbeaquantitativestudytogatherthedatafromuniversitystudentsonthecampus. TheresearchwillbeundertakenatDeakinUniversityinBurwoodandwillbeaquantitativesurveystudytogatherdatafromasampleof50universitystudents.Th
10、edataobtainedwillbecodedthenapplicationsandanalysismodelssuchasSPSS,ANOVA,hypothesistestingandregressionmodelswillbeusedtoanalyseandinterpretthedata. Wewillalsobeusingqualitativedataandinterviewstudentsfromtheuniversitytogatheraninsightwhichwilldisplaymoreapersonalconnectiontoshowustheemotionsbehindtheindividualsanswers.Thiswillassistusingatheringabetterunderstandingofthereasonsastowhyuniversitystudentshaveansweredthewaytheydidinthesurvey. 14.0000pt;mso-font-kerning:0.0000pt;
