Qualitative Research and Objectives
Secondary
research was conducted to find out about the company, brand, offerings,
competitors, consumers, and the environment of operation. This research led us
to believe that the best location for Pandora to increase profit margins and
market share is the car radio market. We at AdVenture want to know when
and where they listen to music and why they do. This is the basis for the
primary qualitative research to be performed using a focus group consisting of
18-24 year old college students, the target market for the new direction.
Research Objectives (what we want to know)
The objective of our research was to find out about
the listening habits of college students 18-24 years old. Specifically, the research aimed to
find out the attitudes and preferences towards Internet radio versus other
popular sources of music.
In addition, we wanted to learn if this target market would be interested in being able to access Pandora on other mediums such as car radios. Through our secondary research we found that this target group spends a lot of time in the car. Our research revealed that this target market is the majority of Pandora’s market share. Our research also revealed that the market is expanding.
AdVenture wants to discover the target market’s attitude and perceptions of Internet radio on other mediums beside computers as well as if they would pay for an Internet radio service.
In addition, we wanted to learn if this target market would be interested in being able to access Pandora on other mediums such as car radios. Through our secondary research we found that this target group spends a lot of time in the car. Our research revealed that this target market is the majority of Pandora’s market share. Our research also revealed that the market is expanding.
AdVenture wants to discover the target market’s attitude and perceptions of Internet radio on other mediums beside computers as well as if they would pay for an Internet radio service.
