Marketing Management Spring 2009

Project team members:Riccardo BettinelliGim Chuan GohAgnieszka CzeciorJakob MarovtCarolina K. Ruggiero

• RQ #1: What would we be appropriate ways to attract more open-source developers to work on Firefox for mobile platform(s)?

o Survey method: online surveys for developers (Mozilla developers page), consultations with (university) experts, internal records

o Type of sample: current & future open-source developers, IT students

Mozilla Corporation - Research proposal

• RQ #2: Which mobile platform (Java, iPhone, Symbian, etc.) would be the most popular in one year time?

o Survey method: EU statistics, online survey, watching purchasing behaviour (mobile carriers)o Type of sample: general public (15-55), mobile carriers (sales numbers)

• RQ #3: Which features of internet version of browser should we include in the mobile version?

o Survey method: online & phone surveys, paper surveys, watching purchasing beahaviour (online social media), users-experience expertso Type of sample: general public, experts

Mozilla Corporation - Research proposal

• RQ #1: Which are the favourite features/characteristics of current Firefox users?

o Survey method: online survey (main page), pop-up messageso Type of sample: current Firefox users

• RQ #2: Which are the favourite features/characteristics of our main competitors (IE, Safari, Opera)?

o Survey method: online survey, watching purchasing behaviour (social media research)o Type of sample: internet users

Mozilla Corporation - Research proposal

Mozilla Corporation - Research proposal

• RQ #3: Why are people afraid of trying/using different browser than the default one (usually Internet Explorer)?

o Survey method: online survey, watching purchasing behaviour (psychology reasearch), focus groupso Type of sample: internet users

• RQ #4: Why do people download Mozilla Firefox and not use it after some time?

o Survey method: internal records, pop-up messageso Type of sample: Firefox downloaders

Mozilla Corporation - Research proposal

• as we are an online company we will use online surveys as much as possible

• online surveys are the cheapest method (we have very limited marketing budget)

• we have to be very couscious about different user groups (non-internet users, normal internet users, experienced internet users, etc.)

• IT is developing very quickly => time frame of reasearch has to be very limited

• we could motivate people to participate in our surveys by giving away small merchandise prizes (cups, caps, T-shirts)