Order Description
Conceptualise and design a research project. Think of a realistic marketing problem/situation or an opportunity that requires further research. Some examples of research projects may include the
following:
– Consumer satisfaction with a product or a service
– Ascertain the target market’s demographic and psychographic profile
– An assessment of consumer product/service attributes preferences
(You may choose any other suitable marketing problem/issue. Please feel free to discuss your potential topics with me prior to beginning your project).
Your report would include details on the following aspects:
1. Outline and briefly explain the problem / opportunity as well as your information needs. (15 marks)
2. Identify the research design you intend to use to answer the problem / opportunity (10 marks). List and explain the types of measurement scales that you would use to collect the necessary
information, and justify your choice of scales (15 marks). (10+15 = 25 marks)
(Note: you DO NOT need to collect primary data. Just explain the type of scales that you intend to use in the questionnaire).
3. Outline the sampling design for your proposed study along with a robust rationale. (15 marks)
4. Design a paper or web-based questionnaire using the guidelines provided in text / online topics. Ensure that the questionnaire is consistent with your overall plan. Explain the advantages and
disadvantages of your chosen collection method, i.e. paper (e.g. mail, cold calling) or web-based (e.g. email, web panel). (Note: You may choose to use a free web-based survey tool. If you do,
please include a link, as part of your submission). (25 marks)
5. Propose a data analysis strategy with a strong rationale for the same. Remember that you do not have to collect any primary data. You have to tell us which techniques you would use (had you
actually collected the data) and why. (10 marks)