Company and Organizational Background: TESLA
Management Problem
Tesla over-the-air updates that have become the subject of controversy. The manufacturer can make substantive changes to the car through these updates, including the vehicles’ performance.
Research Objectives and Question
The biggest problem for Tesla’s marketing team is not knowing if their revolutionary over-the-air updates are favorable or detrimental to their marketing campaigns.
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Hypotheses
H1 the over-the-air updates have a positive effect on Tesla’s marketing campaigns.
H2 the effect of over-the-air updates on consumer perception of ownership.
Research Approach
The exploratory study seeks to find answers on customer perception of Tesla’s over-the-air updates. Tesla came up with over-the-air updates to improve the vehicle’s performance, and yet some customers have complained about it.
The quantitative research will attempt to measure the impact of over-the-air updates are on Tesla’s marketing campaigns. Semi-structured questionnaires will be administered to a representative sample of Tesla consumers with experience with over-the-air updates.
The potential ethical issues of informed consent and confidentiality must be addressed by seeking participant consent and assuring privacy.
Survey and Interview Guide
The questionnaire will be divided into three sections. The first section gathers demographic information, while the second part will focus on Tesla’s over-the-air. The last part will explore the effects of Tesla’s over-the-air on marketing campaigns.
An example of the survey question is, “Which Tesla Model do you own?”
Statistical Test
A one-sample Z test will be used. One sample Z test compares the mean of the sample with the population mean. A Z test is used for a larger sample where n>30. A T-test is not suitable as it is used for a smaller sample where n<30.
Challenges
One of the challenges of this research project is a generalization. The sample that will be used might not be representative of Tesla customers. The challenge of maintaining privacy and confidentiality will arise, which is why confidential information will be coded.
