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Research Essay

5412 words - 22 pages

How do employment, age, and income influence the possibilities of a greater purchasing power? What contributes to a higher income level?

Fahmeda Sultana
ID: 4864712

Executive Summary

‘The Creative Life’, a company based on Huizhou, China is a multinational electronic company. The Creative Life (TCL) has been trying to capture the market overseas through merger and acquisitions. This research report is based on the study of how TCL can improvise demographic variables and use the data to extract results on the level of income and their buying power.
Considering the scenario that the company is ...view middle of the document...

Overall recommendation is to improve the quality of the questionnaire and the sample size. Through the research, it can be deduced that there are certain limitations of the process.
The sample size is small and hence, the data acquired is not the representation of the entire population. In order for TCL to launch the new product the company needs to run a detailed survey using a greater sample size to assess the purchasing power.
Table of Contents
Executive Summary…………………………………………………………………………………….…. 1
1. Introduction………………………………………………………………………………………………. 3
1.1. Research Problem…………………………………………………………………………. 3
1.2. Research Objectives…………………………………………………………………….... 3
1.3 Research Question…………………………………………………………………………. 4
2. Literature Review………………………………………………………………………………………..5
3. Data Analysis ……………………………………………………………………………………………..6
3.1 Mean & Frequency…………………………………………………………………………6
3.2 Hypothesis 1: Bivariate Correlation……………………………………………….6
3.3 Hypothesis 2: Cross- Tabulation & Chi- Square……………………………….7
3.4 Hypothesis 3: Bivariate Correlation ………………………………………………8
3.5 Hypothesis: 4: One Way ANOVA ……………………….…….……………………9
3.6 Hypothesis: 5: One Way ANOVA …………………………………………………..9
3.7 Hypothesis 6: One Way ANOVA……………………………………………………10
3.8 Hypothesis 7: One Sample T-Test…………………………………………………10

4. Recommendations…………………………………………………………………………………….11
5. Discussion and Conclusion………………………………………………………………………...12
6. Reference List……………………………………………………………………………………………15
7. Appendices…………..……………………………………………………………………………………17

1. Introduction
1.1 Research Problem
As media have become increasingly advanced, technological dimensions have grown increasingly pertinent to an understanding of media effects (Eveland, 2003). The advancement in technology all around the world have led to new product innovations and intense competition.
TCL stands for “The Creative Life,” a slogan that represents TCL’s aspirations of building one of China’s most innovative and resourceful enterprises. Over 30 years of consistently diligent efforts along with China’s reform and opening-up policy, motivated by the company’s focus on dedication and innovation (TCL, 2015). The company is one of the successful and recognized electronics information industry in China.
TCL is faced by a marketing decision to launch a new hi-end tablet in two countries India and United States. According to the sources the best quarter of PC industry was in the year 2012 and tablet sales are cooling off. A survey conducted by Spicworks show that 79% professionals intend to buy desktops and 71% intend to buy laptops. The young generation are more comfortable in streaming videos and playing games in their smartphones. On the other hand the older population is more user-friendly with their desktops and laptops. (Swartz and Ganucheau, 2014)
The main dilemma for TCL is to find the appropriate market for the launch of their new hi-end tablet. Despite, the rise in technological...

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