about marketing research final project spring 2015

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Marketing Research Spring 2015 Please Start Working on your final project (2015/4/20) ; Final Project Proposal Hard Copy Due 2015/4/29 in class; Presentation due 2015/6/03 or 2015/6/08; Final Project Write-up due 2015/6/15 About the Final Project The objective of final project is to provide you with hands-on experience in applying what you learn in the marketing research course to a real-world marketing related research questions. The project will account for 40% of your final grade (25% final presentation and 15% write-up). Each student/group will be required to choose a marketing research question of your interest. Choose a problem that the company or institution faced or is currently facing. You can collect information from secondary sources such as Internet, magazines, newspapers, and databases. You are encouraged to get additional and more accurate information by conducting interviews with your friends, classmates, customers, partners, and/or competitors. Develop the story and problem into a marketing case. At the end of the case, you are required to perform your analysis and present your conclusions and recommendations. The writeup should be a minimum of 5-page (in Times New Roman 12 point or Arial 11 point, double spaced, 1” margin on all sides), excluding appendices and references. Note that strong papers will use the ideas, theories, and research discussed in class to frame the analysis and provide suggestions for improvement. The write up is due on 2015/6/15 in both electronic and paper formats. The final project presentation will take place in class during the last two sessions; each student/group should limit his/her presentation to 12 minutes (depending on the number of students enrolled). Group 1-5 will present on 2015/06/03; Group 6-10 will present on 2015/06/08. Specific Guideline: Overview: to develop a problem statement for the proposed research study to create research objectives and hypotheses for the proposed research study Important Concepts: exploratory research descriptive research causal research defined target population decision problem hypothesis

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Page 1: About Marketing Research Final Project Spring 2015

Marketing Research

Spring 2015

Please Start Working on your final project (2015/4/20) ; Final Project Proposal

Hard Copy Due 2015/4/29 in class; Presentation due 2015/6/03 or 2015/6/08;

Final Project Write-up due 2015/6/15

About the Final Project The objective of final project is to provide you with hands-on experience in applying what you learn in the marketing research course to a real-world marketing related research questions. The project will account for 40% of your final grade (25% final presentation and 15% write-up). Each student/group will be required to choose a marketing research question of your interest. Choose a problem that the company or institution faced or is currently facing. You can collect information from secondary sources such as Internet, magazines, newspapers, and databases. You are encouraged to get additional and more accurate information by conducting interviews with your friends, classmates, customers, partners, and/or competitors. Develop the story and problem into a marketing case. At the end of the case, you are required to perform your analysis and present your conclusions and recommendations. The writeup should be a minimum of 5-page (in Times New Roman 12 point or Arial 11 point, double spaced, 1” margin on all sides), excluding appendices and references. Note that strong papers will use the ideas, theories, and research discussed in class to frame the analysis and provide suggestions for improvement. The write up is due on 2015/6/15 in both electronic and paper formats. The final project presentation will take place in class during the last two sessions; each student/group should limit his/her presentation to 12 minutes (depending on the number of students enrolled). Group 1-5 will present on 2015/06/03; Group 6-10 will present on 2015/06/08. Specific Guideline:

Overview:

• to develop a problem statement for the proposed research study • to create research objectives and hypotheses for the proposed research

study Important Concepts: • exploratory research • descriptive research • causal research • defined target population • decision problem • hypothesis

Page 2: About Marketing Research Final Project Spring 2015

• research objective

Research Procedures Step 1: Review lecture notes and select a revised or different topic area for which a marketing research study would be appropriate. Step 2: Create a problem statement to communicate the main focus of the proposed research study. Examples may include: ◦ The problem of this study is to determine promotional activities

to increase awareness of volunteer opportunities. ◦ The problem of this study is to determine the attitudes and

behaviors of college students regarding online buying of clothing.

◦ The problem of this study is to compare the influence of different advertising messages on consumer perceptions of customer service.

• Step 3: Develop research objectives (also called research questions) related to the specific topic area you will investigate. These objectives should prescribe the specific information needs of the study. Research objectives may be in one of two forms.

1) as a statement, such as: To compare the attitudes of females and males regarding online financial services. To compare volunteer participation among freshman and seniors. To determine promotional messages for increasing nutritional awareness among young consumers (ages 7-10). 2) or, in a question format: What are the promotional messages that could increase volunteer participation among college students? How do college students most frequently obtain information about the wise use of credit? Do females eat breakfast more often than males?

• Step 4: List hypotheses that could be tested statistically, such as: No significant difference exists between females and males regarding attitudes toward biologically modified food products. No significant difference exists between those majoring in business and those with other majors with regard to buying online. Other format variations for hypotheses include: Significant cultural differences will exist in the dollar amount

Page 3: About Marketing Research Final Project Spring 2015

participants would expect to pay for each product. Female consumers have a stronger brand preference than male consumers. Cultural differences will exist in the level of importance attached to individual product attributes. Children exposed to more children's television programming will respond more positively to products advertised on those programs than do children exposed to less children's

television programming. Step 5: Additional suggested research might include:

• a library or web search for information related to the organization's situation and related topics.

• interviews with organizational personnel or others familiar with the organization, industry, or topic area. (Note: a "client" meeting may be appropriate to help you focus the direction and information needs of the study.)

• observations of consumer behavior, promotional activities, in-store displays, package design, competitor actions.

Research output/report Prepare your final report consisting of the following components: 1. An overview of the background of the proposed study. 2. A specific problem statement for the planned investigation. 3. A list of research objectives for the proposed research study. 4. A list of hypotheses for the proposed research study. 5. Perform your analysis and present your conclusions and recommendations.