necessary information to address the set of proposed RQs. As you work on this assignment, it is important to keep in mind your target audience — i.e., the manager who is the decision maker. Think about what information he/she would like to know before agreeing to commission the marketing research project and paying for its cost. The sections of a research proposal and their contribution to the overall mark are described in detail below. Note that sections 1-4 must not exceed 2000 words in total. 1.The research problem (15%) (week 1 lecture) (a) BackgroundBackground the research problem: provide a brief explanation on how this research can help the business for which this is conducted (i.e., why it is important to understand the factors influencing customer satisfaction in this context). This should be based on what you write below in section 2 where you discuss the potential managerial implication of the research. (b) Statement of the Problem State the marketing research problem (MRP): the overall statement has been provided to you in the topic section of this document. You need to formulate and describe the main components of the MRP. Briefly explain what each component is.
3 2.Research approach (35%) (week 2 and 3 lecture) This section should describe your research approach (a)Research questions Come up with at least 10 to 15comparative and relational research questions. Clearly identify which component each RQ corresponds to. Collectively, they should cover ALL the components of your marketing research problem. For each question, clearly identify the variables that need to be measured to answer the research question. For example, if the research question is “do women consume fast food more frequently than men?” The variables would be “gender” and “fast food consumption”Justify the MRP components and research questions you proposed. Ideally, the justification should be a discussion of one or two related studiesfrom which you identified the key factors to further investigate with your primary data collection. If you propose to study how the focal customer attitude/behavior could potentially vary across different demographic or customer groups, briefly explain why you believe so. (b)Specification of the information needed: Specifically, for each of the variables identified above, clearly indicate which question in your questionnaire (see section 3.b and section 4 below) provides a measure of that variable (for example, if your RQ involves the variable “gender”, indicate which question in your questionnaire asks about the respondent’s gender) (c)A brief discussion of the managerial implication of your potential findings. Discuss the potential managerial implication. For example, if you do find that customer satisfaction varies by income, how could your client use this information for their business decision making? This discussion should be
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