Research Problem and Objectives – Use of Social Media in Marketing
The research problem for this study is businesses’ use of social media to achieve their marketing objectives efficiently. The research problem pertains to Yuda Inc. The company is a hypothetical firm that markets its products using social media platforms. Its major products are mobile phone accessories. However, it fails to use social media platforms effectively in marketing. Social media is a vast topic that includes platforms such as LinkedIn, Instagram, Twitter, YouTube, and Facebook (Li et al., 2021). Assessing how Yuda Inc. uses these platforms will resolve a business problem related to inefficient use.
Business Problem
The use of social media for marketing objectives is one of the remarkable happenings in the contemporary business world. It forms a competitive edge for businesses that utilize it effectively. However, this is not the case for Yuda Inc., thus prompting marketing research. As given below, various conceptual constructs will be considered in evaluating Yuda Inc.’s use of social media platforms.
Attitude Conceptual Constructs
- Cognitive attitude is considered regarding the major social media platforms that are thought to be the most effective for Yuda Inc.
- Affective attitude is considered regarding how various social media platforms are perceived by Yuda Inc.’s customers.
- A conative attitude is considered regarding reactions towards various social media platforms by Yuda Inc.’s customers.
Areas of Opportunity
Understanding which social media platform to use when addressing a specific market gives a business, including Yuda Inc., an opportunity to save costs. Additionally, it helps a business to improve profit margins that can be attained through social media marketing (Jacobson et al., 2020). Thus, the research problem for the case of Yuda Inc. is relevant and will contribute to understanding how various social media sites can be used effectively for business gains. Major research questions that require answers to achieve this are given below:
- Do social media platforms contribute to increased profitability?
- Is there a given number of social media platforms engaged through marketing beyond which no positive gain can be made on profitability?
Research Objectives
Objective 1: Establish how social media platforms contribute to the profitability of Yuda Inc.
Establishing how social media platforms contribute to business productivity supports the research problem by asserting the relevance of the marketing research on Yuda Inc. A positive contribution to business profitability will indicate that social media platforms should be understood better for maximum benefits to businesses.
Objective 2: Determine the optimum number of social media platforms beneficial to Yuda Inc. at a given time.
Without effective use of social media platforms, the company can incur unnecessary costs in conducting marketing activities across many social media platforms. Therefore, considering the optimum social media platforms to focus marketing on is relevant to solving the marketing research problem faced by Yuda Inc. of achieving success efficiently.
References
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of retailing and consumer services, 53, 101774.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.
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Question 
This Marketing Research Project will go over the next 6 weeks and they all need to link together. For each request, I will attach the previous document for your reference. Will this work?
Research Problem and Objectives – Use of Social Media in Marketing
Topic 2: Defining the Research Process and the Project Design
Research Problem and Objectives
The purpose of this assignment is to utilize secondary data to determine the problem facing a company and create research objectives that align with the identified problem.
Please Note: You will be developing a Marketing Research Project throughout the course culminating in a Market Research Report and Presentation in Week 8. The focus of the project will be on collecting, analyzing, and presenting data and information about a current marketing problem facing a business of your choosing (real or fictitious). Through a series of four assignments, you will identify your research problem and associated objectives, design a survey and conduct data collection (simulated), and prepare and analyze the data using Microsoft Excel. You will use a process described in the text (Burns & Bush, Basic Marketing Research, 3rd Ed.). Refer to the text, pages 49 to 56, for a description of the steps of the Marketing Research Process.
The following Assignments will comprise the majority of the information needed to complete your Market Research Report:
• Topic 2 Writing Assignment: Research Problem and Objectives
• Topic 4 Writing Assignment: Survey Design
• Topic 5 Paper: Collecting Data
• Topic 7 Paper: Data Analysis
For this assignment, choose a marketing research scenario from the “Marketing Research Scenarios” document attached to this assignment and apply that to the current marketing problem facing a business of your choosing (real or fictitious). Describe the current business problems and determine research objectives. Conduct secondary data research to understand the business problem and consumer attitudes that might affect the industry, company, or brand.
There is additional information on writing research objectives on pages 58-71 in the textbook. You can also utilize the Research Objective Mapping Tool for assistance related to writing clear objectives.
In a 250-400 Word Paper (excluding title and reference pages) following APA 7th Edition Style Rules, address the following:
1. Describe the general nature of the business problem(s).
2. Describe the major areas of opportunity. What could the organization accomplish if it knew how to address the business problem(s)? What major research questions need to be answered to sufficiently address those problems/opportunities?
3. Write at least two research objectives intended to support the previously addressed problems. These will be the primary objectives that guide the design of research, the analysis of data gathered, and the writing of the market research report for the client. You will likely revise your objectives as you continue developing your research project throughout the semester. Each Objective should satisfy the following criteria:
• Specify from whom information is to be gathered
• Specify what information is needed
• Specify the unit of measurement used to gather the information
• Word questions used to gather the information in the respondent’s frame of reference