Question:
Vodafone, the telecom giant, wants to conduct a market research study aimed particularly at finding what market segments exist across U.S. and how customers may perceive the "Vodafone" brand. Advise them on the following key components:
1. Should Vodafone make huge investment on market research to develop new "talking and texting plans", when it is easy to copy the market leader's product offerings?
2. What method/ process of research would you use when conducting the fieldwork for this kind of study? Why?
Please include references.