Cuprins
- 1. Problem definition
- 1.1 Background
- 1.2 Problem formulation
- 1.3 Hypotheses
- 1.4 Limitations:
- 2. Company Introduction
- 2.1 Game industry
- 2.2 Company overview
- 2.3 History of Project Natal
- 2.4 Competition
- 3. Research design and methodology
- 3.1 Research design and methodology
- 3.2 Sampling method and sample size
- 4. Data collection
- 4.1 Data collection method
- 4.2 Questionnaire design
- 4.3 Error types and minimization
- 4.3.1 Interviewer error
- 4.3.2 Questionnaire Bias
- 4.3.3 Processing Error
- 4.3.4 Nonresponsive Bias
- 4.3.5 Response bias
- 4.3.6 Refusal rate
- 5. Analysis results and findings
- 5.1 Potential customers
- 5.1.1 People don’t play console games
- 5.1.2 People play console game but not Xbox 360
- 5.2 Existing customers
- 6. Recommendations
- 7. Hypotheses
- 8. Conclusion
- 9. List of literature
Extras din proiect
1. Problem definition
1.1 Background
As the competition on the market of computer games is getting fiercer, each launched product should have unique features and design. Microsoft is facing today a great challenge. Project Natal is the code name for a "controller-free gaming and entertainment experience" by Microsoft for the Xbox 360 video game platform. Based on an add-on peripheral for the Xbox 360 console, Project Natal enables users to control and interact with the Xbox 360 without the need to touch a game controller through a natural user interface using gestures, spoken commands, or presented objects and images. The Project Natal is aimed at broadening the Xbox 360's audience beyond its typical gamer base. Project Natal was first announced on June 1, 2009. It is scheduled to be released in time for Christmas 2010.
In order to get views of how many Danish people are interested in the new product the marketing development department of this project wants to do a research in Denmark. The research will be based on selling potential.
The research will be referred to Denmark society in age between 15 to 50 years old. The main target group will be the people at the age of 20 to 35 years old, who are more interested in electronic games. However we would like to reach people in this age who don’t know Project Natal or who never played Xbox 360.Moreover we would also like to get feedback from children between 10 to 15 years old can give influences to their parents to make decision and the people above 50 years old are interested in electronic games. We will gather information how many people interest on Project Natal and how they can improve their after services.
1.2 Problem formulation
The main questions of the research market will be: How many people interest in Project Natal? What the company can do to fit the customer expectations?
To solve problem we need to formulate the sub questions:
- What is the main target group?
- How many people know Xbox 360?
- How many people play or played Xbox game?
- How people feel Xbox 360? What people consider as the main strength of the Microsoft games as present?
- What is the customer attitude towards the Microsoft game? Is it positive or negative? If it’s positive attitude, what can the company use this to promote Project Natal. What promotion tools should be used to reaching potential customers?
- What price range would be suitable for new Microsoft product?
- What is important when people choose a game machine?
- How many people know Project Natal? How do they know Project Natal?
- Are there some requirements on after-sale services?
Preview document
Conținut arhivă zip
- Research Report - Xbox 360, Project Natal.docx
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