Marketing Research Process

BRIEF:
Choose a company of your choice and study the company’s external and internal business environments as well as the company’s performances in relation to its main competitors.

You will be required to produce a comprehensive research proposal, including the questionnaires with the appropriate measurement scales, for a client-led research project (company) of their choice.

PROPOSAL CHECKLIST:
– Executive Summary

– Background Research

– Research Question/Objective, Components of the research questions:
Once you have shown what the problem/issue is, then translate it into a research question/objective, a set of component questions, and a decision outcome(s).
You should demonstrate the skills you acquired via this module showing that you are able to:
Specify the problem (Management Decision Problem (MDP)
Express it explicitly i.e. MRQs including broad statement & components of MRQ
Justify your choice/provide linkage to your background section

– Research Design:
This section should include, among other things, the following:
o Appropriate rationale/justification for the chosen research approach
o Demonstrates a solid understanding of the uses of qualitative research, if included
o Appropriate rationale/justification given for using quantitative/descriptive or conclusive research
o Demonstrates a solid understanding of the uses of quantitative/descriptive or conclusive research
o Target population clearly and appropriately described
o Steps in the sampling process clearly and appropriately outlined (for both quantitative and qualitative research techniques to be used)
o Appropriate sampling method chosen and described
o Justification given for choice of survey administration
o Clearly state any evident limitations of the current research design including methodology and sampling method
o Identify possibility of research errors and how to deal with them

– Exploratory Research Questions:
o Focus group or depth interview questions (or other method) are appropriate to assist in answering the research question
o Demonstrates a solid understanding of the Qualitative methods to be implemented
o Should be an exploratory preliminary to the questionnaire/quantitative methods.

– Questionnaire
o Questions address marketing research question and components
o Appropriate question types chosen for the type of information to be gathered (e.g.: multiple choice for fact questions; scale questions for information on attitudes, opinions, perceptions, etc.
o Questionnaire length appropriate
o Proper use of filter questions, demographic and psychographic questions
o Clear evidence of a Pilot Test of the instrument
o Solid rationale given for changes made to post test questionnaire
o Questions clearly written
o Demonstrates a solid understanding of questionnaire design

– Data Analysis:
In a few sentences, briefly outline how you plan to analyse the data once you have completed the questionnaires and how you will present the information to management.

– Timescale
Demonstrate when each stage of the project will be completed. Use the deadline as your guideline.

– References and Bibliography