The Product Marketing Research Plan

Scenario: After your first couple of months as a product line manager with the new successful startup AHP Company, you are called into the marketing department’s conference room. The marketing director announces that she has a product idea you need to research. She wants you to research the possibility of marketing a motorized wheelchair that converts into a bed since the engineering department says such a product is feasible.

Instructions: Below is your task checklist. Respond to all the items in a minimum of 2- to 3-page paper with additional title and reference pages in APA format and citation style.

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Checklist: (Steps 1 and 2 of marketing research planning)

Define the problem and research objectives you want answered in line with the company’s mission and objectives.
Determine how to go about getting answers to those research questions in the most time- and cost-efficient way while getting viable and significant data.
Explain what type of data you will you need, primary or secondary.
Explain the means of obtaining the data. Explain what type of research you will pursue. Will you use quantitative or qualitative data? Explain why.
Describe the sampling plan:
Who will you survey?
Sample size: How many people will you survey, knowing that all the people you intend to survey may not respond, or their survey will be incomplete, etc.?
Sampling procedure: How will you go about finding your sample population? What will be a statistically significant measure?
How will you contact the subjects? Will you email them, phone them, etc.?
Determine how you will ensure the data is significant enough to make a decision as to whether the product development engineers should proceed with product development or not.
Respond to all the items in a minimum of a 2- to 3-page essay with additional title and reference pages in APA format and citation style.

Additional information

Adaptable Home Products Company (AHP) is a new home products company that uses technology to enhance convenience in regular home products including furniture to accommodate those with disabilities and physical challenges.
This brand new startup company has just hired you on as one of three new marketing product line managers reporting to the marketing director. Several years in the planning, the start-up is now becoming operational. The founders are technology entrepreneurs/engineers and a former financial director. They have many enthusiastic investors who appreciate the founders experience and innovation. Besides hiring based on specific qualifications for the particular job, they only hire marketing professionals who have technology or rehabilitation/medial supply marketing expertise. They allow the first two weeks at the company for intensive training concerning their technology and processes to become thoroughly familiar with the products. The advertising is done via magazines and streaming television programs and the company website.
All production is done within the United States (U.S.), and regional mechanical engineers (who have been trained by AHP) install the products if needed, once they are shipped. Either Installers National Franchise Co. installers for the largest (Product #3) items, and local or other regional installers.
The founders want to keep the company relatively small in staff but with a potentially global market. The headquarters is located outside of Scottsdale, Arizona as well as their production facilities (which predominantly uses robots for actual production work) and large warehouse are ADA compliant and they hire veterans when possible.
The mission of the company is: We make quality home products to help improve lives anywhere.
The objectives, according to the executives of AHP, are:
 Create products that are attractive, affordable, and better enable customer use.
 Design quality products harnessing technology that makes peoples’ lives easier. The department has hired you as one of three new marketing product line managers
(you can read the general product manager job duties).
Product line 1. Furniture (push button adjustable height (1) arm chairs, (2) sofas, (3) entertainment centers, and (4) kitchen tables that with push of a button adjust height along with optional adjustable chairs.
Product line 2. Kitchen Appliances: (1) Adjustable table top small ovens that defrost, cook, and deliver the meal to table with push of a button (sensors determine defrost/cooking times); (2) refrigerator/freezers that upon selection place the frozen item in the table top oven (when bought in tandem); (3) two-sided dishwashers that can send out clean dishes from one side and retrieve dirty ones to the other; (4) cookpots that auto-cook stews and sauces by cutting and sautéing ingredients placed in to “feed tube” and then cooking over low heat for several hours.

Product line 3. Adjustable Screens: (1) Television (consumer); (2) computer monitors; Business to Business line: (3) tablet and cell, and (4) industrial monitors of all types that adjust to light, time of day, and visual needs of the viewer while protecting their eyes from harmful light.
*Disclaimer: The organization and characters depicted in this exercise are fictional. Any resemblance to real organizations or individuals is purely coincidental. This exercise may include actual companies and
brand names solely for instructional purposes; this exercise is not associated with any such actual company or brand name. All trademarks remain the property of their respective owners.
AHP Company Structure:
Director (3 reports:
Sales Manasen)
President/ CEO(Z reports)
AHP corporate structure: 46 employees to date

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