could potentially vary across different demographic or customer groups, briefly explain why you believe so. •Briefly describe the analytical modelthat encapsulates the MRP components and RQs you proposed. This could be in the form of a diagram and/or textual description.
4 •For each RQ, 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” (b)Specification of Information Needed: Specifically, for each of the variables identified above, clearly indicate how you would measure it in a conclusive research study. This is closely related to the research design you choose (see section 3 (a) below). For an experimental research design, this would entail listing measures for the outcome and the key variables that are experimentally manipulated. For a descriptive research design, this involves specifying 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 based on the specific questions you proposed. This serves as a justification for your proposed research questions. 3.Research design (45%) In this section, you need to describe the research design(s) you use to formulate and address your research questions. (a) Choice of Research Design The choice of research design decides how the research study would be conducted. For this proposal, you can choose among conclusive research designs –Causal or Descriptive. The choice of design also depends on the nature of MRP and research objectives –whether the aim of the research study is to describe an association and predict outcomes or unearth a causal relationship between the outcome and components. Please justify why a research design or combination of several research designs is appropriate for these Research Questions and overall purpose of your research. (b) Research Design Conceptualization This section describes in detail how the proposed research design is implemented. This includes a description of the study/studies conducted, key
5 variables measured and any issues in design conceptualization. The implementation plan depends on the choice of research design in part 3(a) above. For experimental designs, this includes a detailed description of –•No. of experiments conducted (Hint: Each experimentally manipulated variable will require its own experiment) •Outcome, treatment and extraneous variables for each experiment •Experimental design for each experiment •Where the experiment(s) would be conducted –lab vs field •