Andatech is an Australian company that was founded on the basis of offering low cost, high quality safety products to Australians, including air quality devices. Partnering with over 200 businesses Australia, New Zealand and worldwide, Andatech continues to expand it’s range of health and safety products. Andatech is interested in expanding their range of air quality devices and would like to deviate from the medical market and explore new solutions to solve air quality for the younger generation. The company would like to know if there is a demand for new air quality devices in the current market. Research Problem The research problem addressed will be surrounding communication in regard to whether or not university students understand what air quality devices do and how they can benefit them. Andatechwishes to gain insight into how best to communicate the products benefits to the desired target market (young people). Therefore the appropriate communication channel and strategy to effectively communicate these benefits to younger people to raise awareness of the product must be identified. And try to find the most effective communication strategy to makes the students and the university has interests in the purchase of the air quality devices.
Research QuestionsThe research questions will be as follows. 1.Have students within the university community heard about air quality devices? 2.Do university students understand the benefits of using air quality devices? 3.Is there a demand for new air quality products within the university community? 1.Which communication channel will raise awareness and generate the highest comsumer response (purchases)2.What are the key benefits of the product that will induce the target consumer into purchasing 3.What communication strategy will be most engaging for the target consumer (young university students)lIs there any air quality product within the university community? (Or do students know if there is any air quality product within the university community.)lIs it necessary to lHow can Andatech show the advantages of the products to target customers and cause the desire to by the products?Research ObjectivesThe objectives of the research undertake will be to firstly, identify whether students are aware of air quality devices. Secondly to assess whether students understand how they can use an air quality device to benefit them. And finally to investigate whether students are concerned about air quality.The research objectives will be to obtain key factors into why the target consumer will or will not use the product.Which communication channel will be most effective in communicating the products benefits as well as the most appropriate communication strategy for the desired channel.The objectives of the research undertake will be to firstly, identify whether students are aware of air quality devices and whether the students think it is necessary to install air quality devices instrument within the school. Secondly to assess whether students understand how they can use an air quality device to benefit them. Finally, finding the most the most effective communication strategy to makes the students and university make sure it is necessary to buy air quality devices. Research DesignThe research will be undertaken at Deakin University in Burwood and will be a quantitative study to gather the data from university students on the campus.
The research will be undertaken at Deakin University in Burwood and will be a quantitative survey study to gather data from a sample of 50 university students. The data obtained will be coded then applications and analysis models such as SPSS, ANOVA, hypothesis testing and regression models will be used to analyse and interpret the data.
We will also be using qualitative data and interview students from the university to gather an insight which will display more a personal connection to show us the emotions behind the individual’s answers. This will assist us in gathering a better understanding of the reasons as to why university students have answered the way they did in the survey.
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