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Apple and Market research Why, how, and when does Apple use market research? Apple use qualitative data to: This can be done by primary research or by using secondary data Apple use quantitative data to: Inside the products life cycle.
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Send the link below via email or IM Copy. Without running the risk of leaking intellectual property by using a focus group or conducting test marketing, Apple could employ a descriptive research study to better understand their market. Using experience surveys to current users of smartphones and non-apple laptops would provide information for a marketing manager to use to establish a message strategy for promoting the new trend-setting iPad device.
Although the product has been determined, a well-informed marketing manager decides price, place, and promotion. The emerging technology associated with the Apple iPad is in itself an environmental factor. A technology dependent society has directed cultural trends in favor of the Apple iPad. Without competition, Apple can take the same whatever-the-market-will-bear approach that was used to introduce the iPhone; or perhaps market research might reveal a better option is a skimming strategy.
The iPad has enough differentiation to justify a higher price. Market research would help a marketing manager determine the best positioning strategy for the iPad. Feedback from a needs analysis could support a decision to position the iPad using a use or application strategy. The new device offers a combined functionality of an Amazon Kindle, personal digital assistant, and a laptop. Identifying the target market is one of the most important steps in ensuring the success of a product.
Apple might have their pulse on their target audience vicariously through the visionaries within their own organization. However, not everyone is ready to abandon his or her smartphones, laptops, and e-book readers for the next great Apple innovation.
Apple can use marketing research to make better marketing decisions without jeopardizing the entrepreneurial spirit of their innovation team. Even a marketing manager for Apple Computer can benefit from a well-defined marketing research strategy.
On Monday, Apple's Greg Joswiak - the company's VP of Product Marketing - submitted a declaration to the Court explaining why documents relating to Apple's market research and strategy should be sealed. Yes, gasp!, Apple does engage market research. Quite a bit of it actually.
Apple is the wealthiest corporation in the world, and as such, is almost certainly using every method of market research out there, from purchasing syndicated research to in person focus groups to usability testing to survey research (this I can confirm, as a recent recipient of an Apple research survey).
Schiller, Apple's senior vice president of worldwide marketing, spoke briefly, yet candidly, about the company's approach to using market research, or rather, not using it. Historically, Apple representatives, including the late Steve Jobs, have spoken of how the company does not rely on market research in product development. Apple uses Market Research to: try and further improve their product -try and increase their good relationship with customers. Reliable Apple Inc. determines if the the research is reliable or not. These things can be split to make research reliable as age, gender, and social background. Gender Apple Inc. cannot just look at one gender. Apple has to look at all genders or else we will get the manpad.