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221068-36

Course MARK1215: Inside the Customer's Mind Course School/Level B/PG

Coursework Market Research Proposal Assessment Weight 20.00%

Tutor KH Phairor Submission Deadline 06/01/2015

Coursework is receipted on the understanding that it is the student's own work and that it has not, in

whole or part, been presented elsewhere for assessment. Where material has been used from other

sources it has been properly acknowledged in accordance with the University's Regulations regarding

Cheating and Plagiarism.

000846464

Tutor's comments

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Grade Awarded___________ For Office Use Only__________ Final Grade_________

Moderation required: yes/no Tutor______________________ Date _______________

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MARKET

RESEARCH

PROPOSAL SHOULD FACEBOOK ADD A DISLIKE BUTTON?

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Contents COURSEWORK HEADER SHEET ...................................................................................................................0

TITLE AND KEYWORDS .............................................................................................................................4

BACKGROUND ANALYSIS ..........................................................................................................................4

DEFINITION OF PROBLEM AND SCOPE ..........................................................................................................4

OBJECTIVES ..........................................................................................................................................4

RESEARCH METHODOLOGY .......................................................................................................................5

DATA COLLECTION AND ANALYSIS ...............................................................................................................5

SAMPLING ............................................................................................................................................6

TIMELINE .............................................................................................................................................6

PROPOSED BUDGET ................................................................................................................................6

ETHICAL CONSIDERATION .........................................................................................................................6

REFERENCES..........................................................................................................................................7

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Title and Keywords

Should Facebook add a dislike button?

Keywords: Facebook, Social media, Facebook dislike button

Background Analysis

Facebook is thinking to add a new feature that has a significant amount of request from people for a

long time; “the dislike button” (flynn, 2014). Similarly, while in a Q&A session in California, He

emphasized that the team would have to search for a unique method to ensure it does not become a

direction to demean people posts (lee, 2014). On the contrary, in the article Warc (2014) Mark

Zuckerberg mentioned the importance regarding this issue “often times users share things on Facebook

that are depressing, sorrowful and sad moments in their lives. He further states in the Q&A session that

most of the time people told us that they don’t feel comfortable pressing the like button as like is not an

appropriate sentiment. Furthermore flynn, (2014) stated the views of CEO Zuckerberg on expressing

sentiments that “You know you can always comment” while he also accepted that clicking a button is

simple than thinking and writing a witty comment. Conversely the former chief technology officer of

Facebook Mr. Taylor argued that it may have a lot of negative consequences. Although he suggests if a

user want to dislike something, it should likely be expressed in a comment. Because there is expectedly

a word for what you want to say.

Definition of problem and scope

From the above section, it is evident that because of the demands from people, Facebook is looking for

ways to integrate this new feature in a way that does not directly have an impact on the posts , and is

still unsure if this decision will benefit the organization. On the contrary, the argumentative views above

between Mr. Zuckerberg and Mr. Taylor develops an opportunity to investigate this further and find if

the upcoming implementation of the dislike button will benefit or damage the organization’s reputation

in near future.

Objectives

As Mr. Zuckerberg mentioned that often time’s people express sad and depressing moments on

Facebook users feel reluctant to show a positive behavior (liking the post), and are still finding the best

suitable to integrate this feature without giving an impression to demean the posts. Therefore, putting

this in our research objectives, I would want to explore and evaluate the usage expectations and

attitude for the dislike button with a more qualitative approach, and in the end the results may show a

clearer picture on the three mentioned research objectives above.

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Research methodology

Since I am trying to solve a fresh problem, therefore, one of the biggest obstacles is to look and find for

similar literature, and there is hardly any. Which is why, I will be continuing with the exploratory

research method. Mooi and Sarstedt, (2011) states that exploratory research is used to define and look

for a problem and situation. Moreover the author further explained that this approach can help derive

organizations problems. In relation to the problem, this chosen methodology will help us to find the

main causes and symptoms as translated by the decision maker’s (Universal teacher, 2015).

My methods for conducting exploratory research will include personal interviews, and online surveys

about Facebook itself, with these two approaches I will decipher the research objectives usin g the

consumer attitude model which according to Clow and Baack, (2013, pp.86) breakdown in three steps

that are 1) affective (consist the feelings and emotions one has for a particular topic or issue), 2)

Cognitive (understanding and the interpretations of the issue) and lastly the conative (the one’s

intentions, behavior). As explained the basic theory that is relevant to the issue and will be given

importance while gathering the research data using the above methods.

In contrast, to minimize the chances of errors in collection of data in both methods, precautions like

keeping an extra recording device, with and additional memory stick and batteries to ensure the data

collection process go smoothly while interviewing, however for survey proof reading of questions,

ensuring the survey is distributed to the right audience. Once all the data is analyzed, then I will present

hypothesis mentioning the possibilities and acceptance of this new feature in the market based on the

results upon each question.

Data collection and analysis

As I have chosen two different types of data collection methods the one is directly observed (personal

interviews) and will be evaluated based on the responses from the users, and secondly the online

surveys will be created using Google surveys which will help to present the raw data in visual format .

However, the face to face interviews will be taken 5 days per week on different locations in London,

mostly targeting the students. However, the allocation of times for the interviews for both of these

groups will be different to each other and strategic based on their routines. For example: most of the

students that belong within the target group can be accessed within different locations of the university

radius all time of the day till the university is open. Therefore, the interviews will be conducted from

students that belong to different faculties when they will be finished with their class and going back to

their home or at work with a relaxed and in a happy mood. On the contrary, the social media surve ys

will be shared mostly at night timings for 5 days per week including increased activity on the weekends.

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Sampling

I will be using the stratified sampling method to take out most perfect samples for the research, from

our population of different groups, I will define the strata from the population which will be based on

different faculties from the university, and then based on the different groups of strata I will take out my

samples within the age of 18-26 for both male and female. In particular for the sample size, they may be

30 for both male and female, which may increase. Conversely, one of the biggest challenges that may

arise using this method of sampling is to find and observe the right targeted sample from each strata.

Therefore, I will then apply SRS (simple random sampling) within the different strata groups randomly

and choose the samples for interview.

On the contrary, The internet survey will be shared with mostly with the type of people who are more

like to respond instantly anything negative or harsh such as; (such as the online skeptic/religious

community). Moreover, there is a vast number of groups on Facebook that does not like Justin Bieber

(attachment 1), and I can use their names to get instant opinions about the research objectives

Timeline

As the market report has to be submitted by 30th march, therefore keeping the research analysis and

conclusions in mind, I will finish the conducting the face to face interviews by the end of January that is

31st jan 2015, However, because the survey will be consisting the same questions as will be aske d in the

face to face interviews, therefore, I will also start taking the online surveys on Facebook by January as

well, and aim to finish it by 15th February. Hence, I will then have enough time to analyze and come at

conclusions.

Proposed Budget

Here is the list of expected items that will be required to conduct the research.

No Activities Cost (GBP)

1 Digital Recorder 38

2 Notebook 1.5 3 Printing 20

4 Travel cost (if needed to research outside Greenwich) 16.5 (student oyster)

Total 76

Ethical Consideration

An ethical approval for research will be taken from the University Research Ethics Committee by filling a

detailed form (appendix). On the contrary, the information regarding the confidentiality, data security

and the privacy, Dawson, (2007) mentioned that according to data protection act 1998 that the taken

information should not be kept longer than necessary and ensuring that the data is kept secure.

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Furthermore in confidentiality, he states that the research information should not be disclos-ed to third

parties. Moreover, about the privacy of the research participants that in any manner the participant’s

views should not be used against himself in any means.

Therefore, I guarantee not to use any names and personal information in the final report and not to

disclose any information to any third party group or any individual.

References

cashmore, p. (2014). Should Facebook add a dislike button? - CNN.com. [online]

Edition.cnn.com. Available at: http://edition.cnn.com/2010/TECH/social.media/07/22/facebook.dislike.cashmore/ [Accessed 26

Dec. 2014].

flynn, k. (2014). Facebook Basically Teasing Us With 'Dislike Button' At This Point . [online] The Huffington Post. Available at: http://www.huffingtonpost.com/2014/12/12/facebook-dislike-button_n_6314448.html [Accessed 26 Dec. 2014].

Herrold, T. and Kenshoo, (2014). Mobile Facebook advertising. [online] www.warc.com.

Available at: http://Mobile Facebook advertising [Accessed 26 Dec. 2014].

Lang, N. (2014). Why Facebook should never (ever) add a dislike button. [online] Salon.com. Available at:

http://www.salon.com/2014/12/18/why_facebook_should_never_ever_add_a_dislike_button_partner/ [Accessed 26 Dec. 2014].

lee, d. (2014). Facebook ponders 'dislike' function. [online] BBC News. Available at:

http://www.bbc.com/news/technology-30447565 [Accessed 26 Dec. 2014].

Warc, (2014). Facebook adds more features. [online] Warc.com. Available at: http://www.warc.com/Content/News/Facebook_adds_more_features.content?ID=c3ca0859-bba4-499d-805d-acb13aa72883&q= [Accessed 26 Dec. 2014].

Clow, K. and Baack, D. (2013). Integrated advertising, promotion, and marketing

communications. Prentice Hall; 6 edition.

Mooi, E. and Sarstedt, M. (2011). A concise guide to market research. Berlin: Springer.

Universalteacher.com, (2015). Advantages of Exploratory Research Design. [online] Available at:

http://universalteacher.com/1/advantages-of-exploratory-research-design/ [Accessed 4 Jan. 2015].

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Appendices:

Screenshot from the Ethics approval form (University of Greenwich)

Example from Fb.com/8shit making fun of Justin bieber.