Research Analysis

Connor Novotny

Project Proposal

Novotny Magnets

3/13/17

Project Background – I am researching which social media platform will give my company, Novotny Magnets, the best marketing advantage. I will be compiling data from Facebook, Instagram, Snapchat, Twitter, and Pinterest.

Project Objectives – Social media marketing is the fastest growing advertising venue in the world. It offers a wide range of tools to get your brand out to very specific audiences. My research will indicate what platform has the greatest value in terms of targeting the right consumer and generating sales from those consumers.

My objectives all revolve around creating buzz for my product. The first objective is to determine which age groups dominate each platform. The next objective is to determine the type of demographics associated with sub-markets within each platform. The third objective is to determine if those consumers make purchasing decisions through those platforms, and if it correlates to actual sales. The fourth and final objective is to determine if students would be interested in seeing my product on these platforms.

Project Scope and Proposal Methodology – My primary data will be coming from surveys and interviews that I conduct myself on the Kent State campus. For my research, I will be interviewing students from each class freshman through senior, and an even amount of males and females. The questions I will be asking are; Have you ever purchased anything through a social media website? (qualifying question) If so which ones have you made purchases on? What social media site are you on the most? Do you discuss purchases with your friends? How likely are you to follow a link to get to a third-party site? Do you trust making purchases through social media vendors?

The secondary data I will be using will come from multiple outlets. I am in contact with Karen, the school research librarian, who is helping me find more detailed articles on social media marketing. My focus is entrepreneurial articles since I am not marketing for a company or large corporation. Each social media platform breaks down their advertising and marketing statistics as well, which is very useful. The goal of the secondary data is to establish which sites are generating revenue for businesses versus just getting the brand name out there. I will try to establish a criteria list that each site can be judged on so there is no bias.