Project 1 – Research Proposal

“The Weather Channel”

By

Craig Anthony Field

Student Number --- 3042696

The Weather Channel Research Proposal

Index

Ref. Title Page No

1 Executive Summary 2
2 Introduction 2
3 Background 2
4 Market Research Problem 3
5 Market Research Questions 3
6 Marketing Research Objectives 3
7.0 Research Design Rational 3
7.1 Focus Groups – Qualitative Research 4
7.2 Online Structured Survey 4
8.1 Data Analysis – Focus Groups 4
8.2 Data Analysis – Structured Survey 4
9 References 5
10 Appendices 1 – Focus Group Moderators Guide 6- 8
11 Appendices 2 – Structured Online Survey 8 - finish

By Craig Anthony Field 1

The Weather Channel Research Proposal

1. Executive summary
This research proposal will look users of The Weather Channel (TWC) website and
discover how it can increase its market share, its customer base and the time visitors
spend on the channel. Other competitors are entering the market, with many offering
similar products and services and it is essential that TWC continue to differentiate
itself and offer innovate programming and services to its clients. If TWC can discover
what customers want and the weather related information they are seeking they can
offer new services that are customer focused and remain at the forefront of weather
information.

2. Introduction
This research will seek to discover what new services TWC can introduce to its
customers and in determining customer preferences for weather related information.
TWC offer content to a range of customers ranging from professional media services
and cable companies, through to consumers through both online and TV based
content. The research will be conducted through focus groups with the findings
further tested via a structured online survey of The Weather Channel’s website users.

3. Background
TWC is one of a number of private companies offering a range of weather services
both to professional media and cable companies and to the general public via a range
of interactive, visual and print media (Philips Business Information:2002). Both
Accuweather.com and Weatherbug.com offer a range of weather services that are
similar to that of TWC’s online, print and TV services to both professional media and
the general public.

AccuWeather was opened in 1971 and is the oldest of the 3 companies. It appears to
have a long record of early adoption of technology to deliver weather and weather
content to its client base and is highly regarded by professional weather broadcasters
(Fox: Interviewed July1, 2007). It to is staffed by meteorological professionals and
appears to be the most obvious competitor to TWC in the online consumer and
professional media markets. It introduced a 24/7 localised TV weather channel service
in 2005 with its major client being ABC networks (AccuWeather.com viewed July 4,
2007). Apart from these there are a host of government and educational institution
websites around the world providing weather information for both paying and non
paying customers.

In order to remain a market leader in providing quality weather information to its

customers that aim to enhance their lifestyles, TWC will need to gather detailed
information from its users. It will need to identify their various needs and used of
weather information from these users and use this information to identify new
services and markets for its products.

In addition to this proposed research, it is recommended that TWC should conduct

several research studies focusing on the media industry and its professional services
sections to increase its market share.

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The Weather Channel Research Proposal

4. Market Research Problem

There is an increasing amount of weather related information on the internet. This
research will reveal if consumers are satisfied with the current content on the TWC
website and identify new content and services that will assist with increasing market
share. The research will identify where people are coming from, what language they
use and their ability to receive broadband content and services.

This will greatly assist in the development of new services and the development of
new TWC websites in new locations and languages.

The professional media services market will not be targeted in this research study, but
it is recommended that this be undertaken in a subsequent study.

5. Marketing Research Questions

The information will be gathered from general users of the weather.com and other
internet users that visit the TWC website.

Identify what languages, if any, should the weather channel be translated into?
Identify why do people need weather information?
Identify where are our website visitors coming from?
Identify how do people feel about TWC’s current website and services?
Ascertain if TWC’s website information is easy to find?
Identify the mediums used by people to obtain their weather information?
Identify what additional weather information people would like?
Identify how often do users visit TWC’s website?

6. Marketing Research Objectives

Management will need have the information required to ascertain whether to adopt the
new products, services and potential markets that were identified from the use of
focus groups and structured survey data.

7.0 Research Design Rational

The research design will utilise both qualitative and quantitative research designs.
Utilising multiple methods will increase the confidence of the results ((Kotler, et al:
2003). Focus groups should be conducted in Australia, the UK, USA, Germany,
France, Spain, Singapore, Japan and emerging markets of China, South Korea, the
Middle East (Saudi Arabia, Lebanon & the UAE), and Brazil to help identify new
products and services for TWC. This information will then be quantitatively tested via
a larger web based structured survey that draws a wider international sample
(Kotler:2004). Surveys are particularly useful in quantifying concepts and thus
suitable for obtaining the information needed by TWC (Czinkota, et al:2002).

The focus group participants will be paid a fee and the survey customers will be
enticed to participate with a chance to win one of 5 top of the line laptop computers.

All the results from the focus groups will be translated into English and delivered to
the client in a concise report.

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The Weather Channel Research Proposal

7.1 Focus Groups - Qualitative Research

Focus groups allow us to gather consumer insight, thoughts and feelings (Kotler:2004,
Malhotra:2006 & Czinkota, et al:2002). This will enable us to delve into how and
why people use weather information and how WTC could utilise this knowledge to
develop new services. Four focus groups will be conducted in each country
comprising of 8 people and go for 96 minutes. The focus groups and moderator
guides in the various countries will be adjusted to suit the language and culture of the
audience in order to achieve the best results (Czinkota, et al:2002, Keegan:1999). We
have included an English language moderators guide in this proposal (See App.1).

The sample will be selected in consultation with TWC and their key target markets
and regions. The samples will have similar demographic profiles and characteristics to
ensure the best results (Keegan:1999 & Malhotra et al:2006).

7.2 Online Structured Survey – Quantitative Research

The online structured survey will be sent out to a stratified random sample of
registered TWC website users and simple random selection for visitors to the website.
5000 invitations will be sent out to TWC users from their database and 2000 pop-ups
via the website. The online survey will not accept surveys from the same IP address.

The survey will be a mixture of dichotomos, multiple choice, rating scales from 1-10
and open ended questions (Kotler, et al: 2003). These question types are designed to
deliver the required data for the client most effectively and being a web based survey,
the data will be ready to be analysed faster than many other methods.

The proposed survey for the TWC is viewable at online and a printed version has
been supplied with this proposal (see App.2). This will be randomly test sampled on
100 people before being sent out for mass distribution.

8 Data Analysis
8.1 Focus Groups
The data will be complied from several sources into a detailed report for the client.

These sources include

• Notes taken during or after the focus groups
• Reflections of the moderators and observers involved in the focus groups
• Theoretical support from the literature
• Video tape recordings and their transcripts
• Photographs, drawings or diagrams that come out of the sessions

We will utilise open, axial and selective coding methods to extract the data into a
workable and easy to read English Language report that visually highlights the key
areas identified by the research and the findings from each country.

8.2 Online Structured Surveys

The online structured survey consists of mostly pre-coded questions making analysis
of the data simple, accurate and more cost effective. For the open ended questions,
open, axial and selective coding methods will be used to consolidate the findings. All
findings will be delivered in an easy to read English Language report that visually
highlights the key areas identified by the research and the findings from each country.

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The Weather Channel Research Proposal

Bibliography

Czinkota, M. R., Ronkainen, I.A. & Moffet, M.H, 2002, International Business, 6th
Ed., Thomas Learning, USA.

Fox, E, Interviewed July,1,2007, Weather presenter, Al Jazeera English Channel. Al

Jazeera International Offices, Doha, Qatar.

Keegan, W. J., 1999, Global Marketing Management, 7th Ed, Pearson Education, New
Jersey, USA.

Kotler, K, Ang, S, W, Leong, S, M & Tan, C, T, 2003, Marketing Management – An

Asian Perspective, 3rd Ed, Prentice Hall, Singapore.

Kotler, P., Brown, L., Adam, S. & Armstrong, G., 2004, Marketing, 6th Ed., Pearson
Education, NSW, Australia.

Malhotra, N.K., 2006, Marketing Research: an applied orientation, 5th Ed, Pearson
Education, New Jersey, USA.

Malhotra, N., Hall, J., Shaw, M. & Oppenheim, P., 2006, Marketing Research: an
applied orientation, 3rd Ed., Pearson Education, NSW, Australia.

Philips Business Information, July 2, 2007, “Weather Channel Forecast: Mobile

Revenues”, Wireless Data News, Vol. 10, Iss. 15, p.1.

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The Weather Channel Research Proposal

Appendices 1

Focus Group Moderators Guide – The Weather Channel

USA study

Total Time 96 mins

Pre-amble 5 mins
• Welcome
• Nature of the focus group (give and explanation of this)
• Recording by Video
• Refreshments & bathroom breaks
• Talking about the weather
• Objectives - find out how the weather effects you
• Any questions

Introductions and warm up 3 mins

• First name
• What kind of weather do you like
• A place where you have always wanted to travel to

Weather Information 10 mins

• I want to start with a short easy question.
• If you could not get access to weather information, what kind of difference
would it make to your life and how?
(Explore briefly)

• Where do you normally get your weather information from and what is the
main reason you use this medium?
Flip Chart

Importance of weather 5 mins

We have a small little exercise.
Post-it notes exercise . I want you think about as many things as possible that occur in
your life where knowing the weather is important or helpful to you. Write one item
on each post it and we will stick them up on the board.
Gather notes up and place similar ones on the board to form a visual representation of
common thoughts.

How important is the accuracy of weather forecasts and why?

Weather Technology 10 mins

• I would like to talk more about the way we view our weather information. I
would like you to discuss all the possible methods of obtaining weather
information? Flip Chart
• I would like to know what websites you view weather information on?
• How else would you like to be able to get weather information?

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The Weather Channel Research Proposal

• What are some of the reasons why you would want to be able to access the
weather quickly?
• How could technology and the weather help you in your daily lives?

(Explore)

Weather Travel 15 mins

• I want to talk about weather and travel plans be it for business or leisure.
I would like you to tell me whether or not weather information is important
when travelling and why?
Explore
• Has anyone made holiday plans based on having weather knowledge how did
it effect your plans?
Explore
• How far out from your actual holidays do you start planning locations?
(explore)
• How do you normally find this information?
• Is it more important to you to know the weather on the weekend or during the
week?
• How do we know what to pack?
• Have you ever booked a flight online or a hotel?

Entertaining 10 mins
• I’d like now to understand use weather information when planning to attend
events or entertain guests outdoors.

• Post it notes exercise: I would like you to all list down events, gatherings and
parties where knowing the weather information is important?
Put on the board and explore.

• If you were hosting an outdoor lunch/dinner at your home, how far in advance
would you normally organise it and how much do you think about the
weather?

Sport 5 mins
What sort of role do you think weather plays in sport?
• I would like you to list all the sports you can think of that are affected by the
weather?
List and explore
• Why would having weather information be of interest to players and
spectators.

Weather Education 10 mins

• We have all heard weather forecasts and seen weather reports, but I would like
to understand a little about weather education and where people go to find out
more information.
• I want you to think back any instances if and how you have sought out
information about weather, weather patterns, extreme weather and the climate.

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The Weather Channel Research Proposal

• If you were looking for information on extreme weather for example, how
detailed would you like the information to be?
• What sort of features would convey this information better for you?

The weather and your lifestyle. 10 mins

• I would like to open up for comments about the type of weather information
that would benefit you.

Payment of Fees 3 mins

Would you be willing to pay a fee for having access to these services in a variety of
formats.

Closing Exercise – 10 mins

• We are going to close with a creative exercise that is all about your ideas.
There can be no good, bad right or wrong answers to this exercise.

• If you were asked to design a weather information website what information

would you like it to contain. Don’t think about technology, don’t think about
can it be done, just think about what you would like to have access to and how
you would like to view it and where.

(explore and refine)

• Thanks everyone for participating and close session.

Appendices 2

Structured Online Survey Questions

This is best viewed by visiting the online survey website

http://www.surveymonkey.com/s.aspx?sm=2Z9JpHnJj4SNBocZvMFAEw_3d_3
d

It is also previewed on the following pages.

By Craig Anthony Field 8

The Weather Channel

1. Welcome to the Weather Channel Website Survey

Thanks you for taking the time to complete this survey.

Please let us know what you think of our website so we can make sure that The Weather Channel continues
to meet your needs.

1. Please select your gender

Male
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Female
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2. Please select your age range

5-15
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15-20
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20-30
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30-40
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40-50
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60-70
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70+
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3. What Country do you live in

Other (please specify)

4. What is your primary language at home (i.e., the one you speak most of the
time)?
Arabic
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English
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Spanish
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Chinese
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French
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German
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Dutch
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Japanese
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Hebrew
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Swedish
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Other
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Other (please specify)

5. What is your current internet speed?

Dial Up
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broadband (ADSL or Cable)
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IDSN
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T1
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Don't Know
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The Weather Channel
6. Are you disabled or physically impaired (check all that apply)?
Rather not say
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Not impaired
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vision impaired
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hearing impaired
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motor impaired
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cognitively impaired
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2. Page 2 of 4

7. Where do you normally go to get your weather information from (check all
that apply)?
TV
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Newspapers
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Radio
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The Weather Channel
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The Weather Channel Website
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Weather Channel Desktop application
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PDA
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SMS
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email update
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Other Websites
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If other websites (please specify)

8. How often do you visit The Weather Channel website?

9. Do you get weather information from any other websites besides The
Weather Channel?
No
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Yes
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If Yes, what websites

10. Where do you normally access The Weather Channel from? (check all that
apply)
Home
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University/school
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Work
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Via mobile devise
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Other
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Other (please specify)

11. When do you normally access The Weather Channel Website (check all that
apply)
Weekdays 5am - 8am
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Weekdays 8am - 12pm
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Weekdays 12pm - 3pm
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Weekdays 3pm - 6pm
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Weekdays 6pm - 9pm
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Weekdays 9pm - 5am
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Last day of the working week
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Weekends
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Other
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Other (please specify)

12. How did you first come across The Weather Channel Website (please check
all that apply)?
Search Engine (e.g. Yahoo)
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Link from another website
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Watch the Weather Channel on TV
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Followed a link from another webpage
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Guessed the URL
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Was told about URL from a friend
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Read about it in newspaper or magazine
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Followed a graphical banner/icon from another site
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Dont Remember
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Other
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Other (please specify)

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The Weather Channel

3. Page 3 of 4

13. How easy is it to find the information you need on The Weather Channel
Website?
Very Very
Average
difficult easy

Please rate from 1-10 very difficult to very easy j

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14. How satisfied or dissatisfied are you with The Weather Channel's range of
information?
Neither
Very Very
Satisfied or
Dissatisfied Satisfied
Dissatisfied
Please rate from very dissatisfied to very
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15. How accurate do you find the weather information is on The Weather
Channel Website?
Not Very
Average
accurate accurate

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16. How satisfied or dissatisfied are you with The Weather Channel's content?
Neither
very very
satisfied or
dissatisfied satisfied
dissatisfied
Please rate from very dissatisfied to very
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4. Page 4 of 4

17. What do you use The Weather Channel website's information for? (check all
that apply)
For work (I work outdoors and need weather information)
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For work (I work indoors, but need weather information for my job)
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Regional and international destination information for business travellors
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Plan my weekend
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To help me find a suitable holiday destination
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To help plan my sporting/recreation activities
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Help plan my weeks activities
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Other
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Other (please specify)

18. What type of information have you viewed on The Weather Channel
Website? (Please select all that apply)
Current Temperature
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Local Weather Search
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International Weather
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Golf Weather
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Fishing reports
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Boat and Beach
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Ski Reports
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Aviation Information
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Flight & Business Travel features
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Flight Status Information
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Vacation & Travel Planning
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Vacation Home Rentals
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Special Events Calendar
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Wedding Planner
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Video Updates
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Satelight Maps
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Severe Weather Alerts
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Emergency Information
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Weather Channel Store
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Education Centre
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Other
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Other (please specify)

19. What kind of information would you like to see added to The Weather
Channel Website? (select all that apply)
This would contain a list of services that The Weather Channel was thinking about launching or developing. This
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information would come from meetings with executives and key people in The Weather Channel. It would determine if
the public really thought it would be useful.

20. Have you recieved The Weather Channel Weather information in any of
these formats? (check all that apply)

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Video on the website
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Video via mobile phone
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PDA
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Mobile Phone content
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PodCast
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Blogs
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Text Message (SMS)
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Email alerts
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21. Have you purchased any services from the Weather Channel Website?
Yes
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No
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22. How do you think The Weather Channel Website could better suit your
needs or be improved?

5. Thank You

Thank you for taking the time to complete our survey.

Your responses will be used to improve and enhance the services on The Weather Channel Website and
ensure the we contiune to meet the needs of our website viewers.

For taking the time to complete our questionaire we are offering you the chance to win 1 of 5 Dell Laptops
simply by filing in your email address below. By filling in your email address below, your answers will remain
anonomous and you have a chance to win.

23. (Optional) If you would like to have the chance to win one of 5 Dell Laptops,
please fill in your email address. Prize will be drawn December 20 and the
winners contacted via email.

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