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 the report must not exceed 2000 words in total. 1. The research problem (20%) (a) Background This section is designed to provide a short overview of what prompted the need to seek marketing research (hints: expansion of Covid-19; please note that some countries already have implemented this concept few years ago, i.e. before widespread of Covid 19). Please read the history of this concept (Drive-in Cinema) and how it can be adapted to one of the cities in Australia. It will include a description of the management problem facing the organisation. This section may explain recent changes in the marketplace, the competitive situation and even explain previous research that has been conducted. The information presented in this section will draw heavily from secondary data sources. This should be based on what you write below in section 2 where you discuss the potential managerial implication of the research.
3 Hint: when you do your reading and preliminary search, focus your attention on identification of key factors that may help to address the Management Decision Problem. Please note that the data must exist in the public domain (i.e. you cannot use confidential company information or data). (b) Purpose of Research This section is designed to provide a detailed description of the purpose of the research and research objectives. That is, why is it important to commission this research and why it is felt that research may be of use to decision-making? Research objectives are the detailed objectives of what you need to know e.g. attitudes, behaviour, usage expectations, perceptions. Is it to understand, evaluate or explore (qualitative objectives) or is it to measure, record, or ascertain (quantitative objectives). Well-articulated research objectives are essential to a good research project even though they may be extremely difficult to formulate. (c) 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. 2. Research approach (30%) This section should describe your research approach. (a) Research questions (RQs) • Come up with at least 10 to 15 comparative and relational research questions. Clearly identify which component each RQ corresponds to . Collectively, they should cover ALL the components of your MRP. • Justify the MRP components and RQs you proposed . Ideally, the justification should be a discussion of at least two related studies from 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
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