Task:
(a) Formulate high-quality research problems definition.
(b) Compare and contrast the differences between qualitative and quantitative research techniques
(c) Apply theoretical marketing research knowledge to practical situations.
(e) Demonstrate sound analytical, problem- solving and communication skills
(b) Compare and contrast the differences between qualitative and quantitative research techniques
(c) Apply theoretical marketing research knowledge to practical situations.
(e) Demonstrate sound analytical, problem- solving and communication skills
The client brief will provide background to a problem, marketing issue, research problem and objectives.
For assessment two you will be required to submit two items:
a) Proposal Submission, and
b) Peer Evaluation Submission.
For assessment two you will be required to submit two items:
a) Proposal Submission, and
b) Peer Evaluation Submission.
1. Develop a Research Context
This section sets the context of your investigation and overviews the marketing problem (the impact from both a qualitative and quantitative perspective) ascertaining theimportance, magnitude and priority of the issue. Hence, why it is worth investigating and
why it is imperative do so.
With respect to the marketing problem:
a. Include only relevant historical information about the company and/or the market or industry. (No blanket or generic history, of the company)
b. The circumstances which have led to the need to undertake research (i.e. How was the issue discovered?)
This section sets the context of your investigation and overviews the marketing problem (the impact from both a qualitative and quantitative perspective) ascertaining theimportance, magnitude and priority of the issue. Hence, why it is worth investigating and
why it is imperative do so.
With respect to the marketing problem:
a. Include only relevant historical information about the company and/or the market or industry. (No blanket or generic history, of the company)
b. The circumstances which have led to the need to undertake research (i.e. How was the issue discovered?)
c. The impact and its magnitude to the company’s operations (How has this affected how the company operates? Is there a conflict with the company’s vision or strategy? Are there long-term or far-reaching implications?)
2. Present the major findings of Exploratory Research which has been conducted to better understand the background and clarify the marketing problem. The information presented in this section should form the basis of the recommendations made in the proposal. It should cover off at least 4 key areas relating to the issue and represent new relevant information that is considered imperative to facilitate effective decision making from theclient. It is expected that at least 12 credible secondary sources of information will be investigated. This section should also include a brief introduction as to why it was felt that the information gathered was relevant and pertinent to the issue.
3. Identify the Research Problem, as the group now sees it, taking into consideration step (2). This represents the gaps in information that the group consider imperative for the client, but which may have not been identified in the secondary data investigation. Specifically addressing any deviations between the proposal and the client brief. For example, you may feel that the client has requested a descriptive approach in the brief but after your exploratory research, you consider that an exploratory approach is better suited to the research problem and the information that is needed to assist in resolving the marketing problem.
4. Outline the Research Objectives and any specific research questions that will be used.
5. Describe the Type of Research and Technique (i.e. Research Design) that you are going to undertake and give a description of each technique that you are going to do (i.e. Exploratory/Descriptive: Qualitative, Quantitative…etc.). Include in this section how the Data will be collected using (e.g. telephone, mail, internet etc.) and why you have chosen the particular Research Design. Please note that this outline must be consistent with the constraints of the project that have been provided in the Client Brief. If using an online survey generator/application students will need to explain why the particular survey generator/application was consider superior and how it meets the Project’s parameters.
6. Outline the Sampling Plan. This includes the number of interviews that you will conduct in the Quantitative Phase of your project, how you will recruit the respondents, and why you have chosen the Sampling Technique recommended.
7. Explain what information this research will provide and why it will better assist in solving the client’s marketing problem, in lieu of the original direction that may have been provided in the client brief. Hence, serving to demonstrate that you intend to collect only pertinent, relevant information that will maximise the required decision making. (the inclusion of a Sample Survey may assist in this process –mapping the questions back to the Research Objectives)
2. Present the major findings of Exploratory Research which has been conducted to better understand the background and clarify the marketing problem. The information presented in this section should form the basis of the recommendations made in the proposal. It should cover off at least 4 key areas relating to the issue and represent new relevant information that is considered imperative to facilitate effective decision making from theclient. It is expected that at least 12 credible secondary sources of information will be investigated. This section should also include a brief introduction as to why it was felt that the information gathered was relevant and pertinent to the issue.
3. Identify the Research Problem, as the group now sees it, taking into consideration step (2). This represents the gaps in information that the group consider imperative for the client, but which may have not been identified in the secondary data investigation. Specifically addressing any deviations between the proposal and the client brief. For example, you may feel that the client has requested a descriptive approach in the brief but after your exploratory research, you consider that an exploratory approach is better suited to the research problem and the information that is needed to assist in resolving the marketing problem.
4. Outline the Research Objectives and any specific research questions that will be used.
5. Describe the Type of Research and Technique (i.e. Research Design) that you are going to undertake and give a description of each technique that you are going to do (i.e. Exploratory/Descriptive: Qualitative, Quantitative…etc.). Include in this section how the Data will be collected using (e.g. telephone, mail, internet etc.) and why you have chosen the particular Research Design. Please note that this outline must be consistent with the constraints of the project that have been provided in the Client Brief. If using an online survey generator/application students will need to explain why the particular survey generator/application was consider superior and how it meets the Project’s parameters.
6. Outline the Sampling Plan. This includes the number of interviews that you will conduct in the Quantitative Phase of your project, how you will recruit the respondents, and why you have chosen the Sampling Technique recommended.
7. Explain what information this research will provide and why it will better assist in solving the client’s marketing problem, in lieu of the original direction that may have been provided in the client brief. Hence, serving to demonstrate that you intend to collect only pertinent, relevant information that will maximise the required decision making. (the inclusion of a Sample Survey may assist in this process –mapping the questions back to the Research Objectives)
8. Identify any Project Constraints that are foreseen by the group and discuss the impact on the project’s outcomes and progress.
9. Include a Project Schedule. List each (and all) of the steps that will be undertaken, and the time taken for each to complete the project (including, submission and presentation deadlines)
9. Include a Project Schedule. List each (and all) of the steps that will be undertaken, and the time taken for each to complete the project (including, submission and presentation deadlines)
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