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MARKETING RESEARCH

Student Name

Institutional Affiliation

Professor

Course Name

Due Date
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Problem formulation

Marketing research is conducted to identify the marketing issues that companies and businesses

face in the market. In our case, the marketing research conducted is aimed at coming up with the

marketing problem and solutions associated with Wonderbly. Wonderbly is a publishing

company situated in London that deals with publishing personalized books on children’s

demand. Despite the company using both creativity and technology to perform its operations in

the market, there are challenges it encounters that are related to its market. The biggest problem

associated with Wonderbly Publishing is its marketing efficiency. Despite the fact that the

company has been conducting its operations online, there are more buyers who are unable to

access online ads such as those on Facebook and thus are unable to see the marketing activity.

Research design

There are some steps that should be taken during the research on the marketing efficiency

associated with Wonderbly Company in order to identify the causes of the company's efficiency.

The research to be conducted has to carry out different methods of defining the main problem

associated with the company, which is its marketing efficiency. Through the research, the use of

a descriptive research design can be the best way to come up with the best result for the

company’s marketing problem. In the case of Wonderbly Company, the key players in the

market research will conduct some observations and surveys on how the company conducts its

marketing using descriptive design. As the parties involved in research go out for observation

and survey, they will be in a position to present to the committee the immediate causes of the

problem in the company's marketing.

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The research on the wonder company should base its findings on the company’s main points of

operation, which are located in London. The research should consider all the company’s

operations and its marketing methods that lead to its net sales. Because the company's problem is

marketing efficiency, it should rely on information from Wonderbly platforms and major stores.

A group of researchers should be formed to conduct marketing research on this strange

marketing problem. The group should rely heavily on the company’s information through the use

of the observation method. The research group selected should keep an eye on the online

marketing behavior of the wonder company. The observation should consider the company’s

techniques, the means of interaction between the company and customers online, as well as the

mode of transaction carried out between the customers and the company.

On the other hand, the use of surveys will be of great help to the research group in the field. The

group of researchers selected for the marketing research can rely on surveys by using online

survey tools to capture the views and opinions of the people and customers who matter most to

the wonder company. Apart from using online surveys, the researchers can also use manual

surveys by reaching the ordinary people and customers targeted by Wonderbly to figure out if

they are aware of the company’s products and if they can access them. After a close survey by

the researchers, they can use the systematic means of sampling to come up with results on the

occurrence of the marketing problem at Wonderbly Company. The researchers can use a variety

of customers and Wonderland Company related members to determine whether marketing

efficiency is a challenge for the company. For instance, in the online survey, the researchers can

take a certain number of active members and customers to determine if the marketing method

used by Wonderbly is efficient or inefficient. The research should be scheduled on whether the

company is using the right means of marketing or the wrong means of marketing. The research
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should also look into what steps the company can take to improve its sales and marketing

strategies and make them more effective for its customers. The research is most likely to incur

internet costs for carrying out online surveys.

On the other hand, the research is likely to encounter costs associated with purchasing equipment

such as computers and electronic gadgets for the research. Because the company is primarily

intended to operate through online marketing and sales of published materials, the best way I

learned how to distribute my survey is by assigning the survey group in online surveys to gain

access to a large number of samples. The online surveys can include questions such as, "How

regularly can one access the online platform?" Which online platform are you familiar with—

Facebook, YouTube, or Twitter? How regularly do you see the Wonderland marketing activity?

The research will be able to come up with findings about how the company operates and reaches

its clients by using these questions. The researchers should mainly rely on online technology to

carry out their research since the company's operations are heavily based on online marketing

through Facebook and other online platforms.

Hypothesis

Through the research, the company is likely to encounter problems with market efficiency

through the use of online marketing. Because the company uses online marketing, it is more

likely to lose local and traditional customers. The reason Wonderland is losing some of its

traditional customers is that the average person on the street may not be aware of how to access

the products online. On the other hand, the company may encounter marketing efficiency

through the use of online marketing since most of the local people don’t have access to the

internet or electronic devices to access online services. The most expected result from the
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research is that most people will not be in a position to access the wonderland marketing activity

online, resulting in lower marketing efficiency for the company.

Ethical Considerations

The research group should use appropriate ethics when approaching and interacting with people

in research during the collection of data and information from the research method used. The

survey conducted online by the research group should ensure the type of questions posed to the

people associated with Wonderland Company are clear and simple. The researchers should also

use the authorized Wonderbly online platform to carry out the survey in order for people to feel

safe when giving out information related to the company. The information should be presented to

the analyzing body and the company at large without being compromised or altered by any

research. The information taken from the people about the company’s marketing efficiency

should be analyzed and presented openly to the people and the company so as to encourage the

company to make possible changes to its marketing methods.

Recommendations

According to the research, the wonderbly company is likely to face marketing efficiency

challenges if it continues to market its products online. For the company to do well around the

globe, it should consider performing its operations both online and manually or locally. Local

marketing can help customers and other potential customers who have no access to online

services access the product more easily. The company should also consider moving its operation

to the streets and offline stores, as well as increasing visual awareness through the use of

roadshows and other forms of visual marketing to attract more people to their products. The
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Wonderland Company can also use more online platforms, such as Whitecap and Twitter, to

market its products because those are the most commonly used online platforms. The

management should also consider printing samples and displaying them at the nearest bookshops

so that the students and those who don’t have time to get explanations online can see the books

one-on-one in the bookshops.

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References

Harris, C. (2020). The Real New Publishing: How interconnected ‘outsiders’ are setting the trends.

In Contemporary Publishing and the Culture of Books (pp. 185-205). Routledge.

https://www.taylorfrancis.com/chapters/edit/10.4324/9781315778389-11/real-new-publishing-

caroline-harris

Kucirkova, N., Ng, I., & Holtby, J. (2017). From mirrors to selfies: protecting children’s data for

personalised learning and future growth.

https://discovery.ucl.ac.uk/id/eprint/1568437/