The Marketing Research Project Guideline

The Marketing Research Project Guideline - The Marketing...

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The Marketing Research Project – Some Practical Guidelines 1 Introduction The objective of this teaching note is to provide some practical guidelines for the Marketing Research group project. Since most students only have a limited knowledge of marketing research techniques at the start of the course, it can be a somewhat confusing and daunting task to even start the project – sort of liking building a house without a tool-box. This note aims to provide some structure to the process so that student groups can better decide on an appropriate project for the course. The outline of the note is as follows. Section 2 provides some hints for obtaining a client. In section 3 I give some guidance about project selection, including a list of “generic” types of projects. These are projects that are focused enough so they can (usually successfully) be completed. Section 4 describes the typical first steps in kicking off your project. Finally, in Section 5 I outline a recommended structure of your final research presentation. 2 Finding a Client Your very first task as a team should be to find a client. Clients are usually obtained through one of two sources: 1. A personal contact of a team member. A team member may have a personal contact, e.g., a colleague or friend that can serve as a project client. 2. A team member. A team member may be a client. For example, a team member may be involved in a start-up or simply interested in exploring a business opportunity. Teams are encouraged to pursue “real-world” projects, i.e., either option 1 or 2. An important component of the research project is communicating with your client and understanding her/his research goals. As such, having a real external corporate client will provide the most valuable hands-on experience. However, teams should also be aware that it can on occasion be hard to get significant face/phone-time with such clients. Teams should factor this in when choosing a client/project – if you sense that a prospective client is not very accessible, you may not be able to have a constructive dialogue throughout your project. Apart from these considerations, choose the client that according to your team’s preferences has the most interesting research problem and where you feel you will maximize your learning.
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3 Types of Projects What constitutes an appropriate Marketing Research project for the class? There are no real requirements in terms of topics. Generally speaking, you need to have a client who is faced with a marketing decision (e.g., which segment to target for a new product?). Your team will need to gather relevant data and perform appropriate analyses to make recommendations for this decision. As long as your project fits this format, you are free to choose anything you like. To help you choose a feasible project, however, I list a set of project examples in the Appendix. One type of project is the feasibility study where the set of possible actions to evaluate for your client is large or cannot even be determined a-priori. A typical example of the type of decision problem
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The Marketing Research Project Guideline - The Marketing...

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