MR2300: Business Research Project
Fall 2015

Part 2 – Research Proposal
% OF FINAL GRADE    10%
DUE DATE:    Saturday, October 17, 2015 by midnight
LATE SUBMISSIONS:
After Class deadline    10% loss in marks
After 2 days late    20% loss in marks
After 4 days late     Assignment receives a mark of 0
SUBMIT:
Length:    10 – 12 Pages
Format:    Word Document – meeting APA requirements
Delivery:    email document to your instructor
or upload to D2L
File Naming:    Your Name MR2300 Research Proposal
for example    Greg Springall MR2300 Research Proposal
Before any organization undertakes the cost of doing a research project, they will want to know what is being studied, why it is being studied and the cost / benefit of doing the research.
This research proposal is your plan and details for what you are going to research and this proposal will need to:
•    Outline the problem / opportunity / issue being looked at.
•    Details the who, what, where, when and how of the research project.
•    Explain why the research is being undertaken.
During the development and writing of the research proposal the researcher will use Secondary Research (also known as desk research) to help them:
•    Understand the topic (which the researcher is expected to become expert on);
•    Identify what has already been researched;
•    Identify what information is needed to answer the Management Decision Problem;
•    Identify what needs to be researched to get that information;
•    Identify who should be included in the research population definition;
•    Create the questions that should be asked in a primary research project.
Formatting of the Report
•    Your CM Instructor will be working with you to ensure the proper formatting is completed for the report.
Research Proposal Sections:
The following are the sections that should appear in your Research Proposal:
1.    Introduction    ½ page
The introduction sets up the document for the reader.  It needs to explain why the paper was written and what the reader can expect from the rest of the paper.  It answer the reader’s question “why should I spend time reading this paper?”
The Research Proposal introduction should also include:
•    Statement of Research Topic
?    What is the research topic that is being done?
?    What is the opportunity or problem that this research and report will address?
?    Outline the assumptions being made regarding the Marketing Research Question.
•    Purpose of the research?
?    Why is the research being done?
?    What are the objectives of the research?
2.    Problem Statement    1 Page
What is the problem, opportunity or challenge that the organization is facing?  What decision has to be made that requires information to help make the decision.
This section will include:
•    Management Decision Problem (MDP)
?    What is the decision that management needs to make?
To make this decision management will need information, facts and data to help them understand all the issues related to the decision.  This is where research will help.  Research gathers the information management needs.
•    Marketing Research Problems (MRP)
?    What specific information is needed to help management make their decision?
Secondary Research is an important part of this section.  Students need to become subject matter experts on the topic, industry and background of the research topic.
One of the most important things secondary research will do is identify information that is missing that primary research can be used to gather to fill in the gaps in information.

?    Secondary research will help to understand and develop a:
?    Detailed description of the topic;
?    What is being studied;
?    Is the issue, opportunity or problem becoming larger or shrinking?
?    What information does the researcher need to uncover to help answer the Management Decision Problem?
3.    Population Analysis     2 Pages
•    Describe the group of people that will be impacted by the Management Decision Problem and who will make up the target group for the primary research
?    Why are these people included in this study population?
?    What are the variables that define the group of people or organizations that will be effected, impacted or who will be the focus of the research topic?
?    Demographics – who are they?
?    Psychographics – what do they think, believe, attitudes?
?    Geographic – where are they?
?    Behavioral – how do they act towards the product, services or topic that is being researched?  How is the target population impacted by the research topic?
?    How big is the market?
?    How many people are going to be affected or who could be part of the primary research?
•    Use secondary research to gather information on the above topics and identify missing information that primary research can be used to fill in the gaps.
4.    PESTLE Analysis    3-4 Pages
Using secondary research this external analysis uncovers things that will be of interest or could impact the research topic or Management Decision Problem.
A PESTLE Analysis will help you identify opportunities and threats that are external to the organization, but which could have an impact on the ultimate decision management needs to make (MDP).
?    This section needs to consider the Management Decision Problem (MDP) and think about how each of the factors might help or hinder the decision that needs to be made.
?    Not all of the PESTLE factors will have an impact on the proposed research
?    You only need to include four of the six PESTLE factors.
?    HOWEVER, if you feel all of the factors have an impact on your MDP or research then feel free to include all factors.

The PESTLE factors are:
Political    ?    Relates to the political structure and environment that may impact the research topic or be impacted by it.
?    Is there anything about the way the country is governed that could have an impact on the topic being researched?
Economic    ?    This factor relates to the local/regional economy.
?    Is the economy expanding and doing well, or contracting and having problems?
?    Will the current economic situation have an impact on the marketing decisions or programs being investigated?
Socio-Cultural    ?    Relates to the demographic make-up and the attitudes and beliefs of the target population.
?    Are there any trends that may help or hinder the proposed research?
Technological    ?    Are there any technological changes that may help or hurt the organization or impact its MDP?
?    Are there technologies available that will support the proposed service and make it more attractive to introduce?
Legal    ?    What laws are relevant to the proposed service and the MDP?  This can relate to employment law, product safety, contracts currently in place, etc.  Will the laws help or hinder the introduction of the proposed service?
Environment    ?    Relates to the physical environment in which the research topic will operate.  This includes things like weather and location.
?    Don’t forget to cite all sources of data, rather than simply speaking in general terms without evidence (or ‘research’) to support your points.
5.    Competitive Analysis    1 Page
An additional external analysis that needs to be done is the competitive analysis.  For this report secondary research will be used to identify:
?    Who are the competitors?
?    How many and how big are they?
?    What are the direct or indirect competition that will effect or impact the research topic?
6.    SWOT Analysis     1 Page
Given the information gathered through secondary research complete a SWOT analysis to help management understand the issue and decision they have to make better.  This analysis is done from the perspective of the organization that is “sponsoring” your study.
The SWOT analysis can also identify gaps in information that can be gathered through primary research.
7.    From Secondary to Primary    ½ Page
Secondary research will result in lots of information being gathered and many of the issues management needs to considered maybe covered off.  HOWEVER, there is usually gaps or missing information that can only be gathered using primary research.
In this section Students are to outline information that still needs to be gathered and which questions can be asked in the primary research portion of the project.
Include 2 or 3 pieces of information that are missing that would help management make their decision.  These pieces of information can become questions in the primary research.
The questions being asked need to support the Management Decision Problems, help with the Marketing Mix, or complete details for a program that will be introduced (for Social Science topics).

8.    Sources     1 Page
•    List all websites, newspapers, magazines, books, people etc. that you used to get information for this report.
•    Students need to come up with 5 – 7 sources that were used in completing this research proposal.
•    Use APA Referencing formatting.
•    Make sure to use in text citations whenever facts are used or statements made in the body of this report.

MR2300 – Research Proposal Marking Rubric:
Maximum Point Available     70
Lab Work              15    –> Max points for section
Criteria:    Did student show up and make progress on the project during the class time that was made available
Attendance –>    10
Lose 1 point for each class missed Jan 12-22
Lab effort very good, focused, good progress made    5
Lab effort was good and progress made in class    4
Lab effort was OK, but limited progress shown    3
Lab effort was not strong and little progress shown    2
Lab effort weak.  Left at first available opportunity    1
Did not attend labs    0

Format; Instructions Followed; Appropriate Length    5    –> Max points for section
Criteria:    Research Topic clearly outlined with clear understanding why the research
Complete and appropriate     5
Adequately conducted and explained     4
Somewhat conducted and explained     3
Inappropriate or unclear     2
Not included or does not appear to be student’s work    0

Statement of Research Topic    10    –> Max points for section
Criteria:    Research Topic clearly outlined with clear understanding why the research
Complete and appropriate     10
Adequately conducted and explained     8
Somewhat conducted and explained     5
Inappropriate or unclear     2
Not included or does not appear to be student’s work    0

Purpose of the Study    10    –> Max points for section
Criteria:    Research Topic clearly outlined with clear understanding why the research
Complete and appropriate     10
Adequately conducted and explained     8
Somewhat conducted and explained     5
Inappropriate or unclear     2
Not included or does not appear to be student’s work    0

Problem Statement – Management Decision Problem    10    –> Max points for section
Criteria:    Was the Management Decision Problem clearly outlined and linked to the why the research topic was chosen
Complete and appropriate     10
Adequately conducted and explained     8
Somewhat conducted and explained     5
Inappropriate or unclear     2
Not included or does not appear to be student’s work    0

Problem Statement – Marketing Research Problems    10    –> Max points for section
Criteria:    Clear list and understanding shown of the research problems that must be considered in order to answer the MDP
Complete and appropriate     10
Adequately conducted and explained     8
Somewhat conducted and explained     5
Inappropriate or unclear     2
Not included or does not appear to be student’s work    0

People Analysis – Study Population    10    –> Max points for section
Criteria:    Accurately and completely describe the people who will need to be researched or who will be impacted by the Management Decision Problem.
Complete and appropriate     10
Adequately conducted and explained     8
Somewhat conducted and explained     5
Inappropriate or unclear     2
Not included or does not appear to be student’s work    0