MKTG570 Course Project Outline
1. Justify the need for market research.
a. Define the marketing situation.
b. What is the problem that will be researched?
2. Define the research objective: What is your hypothesis?
3. Identify data needs: How will the research be structured?
4. Identify data sources, and choose an appropriate research design (and
method).
a. Assess the strengths and weaknesses of the basic methods for
collecting primary data, and recommend a methodology for the
study.
b. Understand and discuss the advantages and disadvantages of
using secondary sources to gather relevant data about the
issue(s).
5. Define the population that will be targeted for primary research.
a. Given a population and desired level of precision, recommend an
optimum sample size and method to gather the necessary
research data within budget and time constraints.
6. Design the data collection instrument.
a. Develop a marketing research questionnaire, including a copy as
an addendum to your paper. You will turn in this phase of the
assignment to your instructor in Week 4, and then you will make
any changes suggested and include it in the final project.
7. Identify areas of ethical concern, and make recommendations for the
appropriate behavior of respondents and users of marketing research.
8. Recommended elements for the reporting should be developed with
results from the study to make sure that the findings are actionable.
9. Also, think about next steps: Is there an appropriate next step for the
study?
Your paper should follow APA format: Make sure that your sources are cited
correctly! Use appropriate formatting for a graduate-level study. Most papers
are between 10 and 15 pages in length (plus the title page and Reference
page). FOR WEEK 4 SURVEY REPORT GUIDELINES For this assignment, you are to develop a survey that will be one of the key data
sets for your Course Project.
The survey you develop should support the topic that you identified during Week
1.
You are to submit the actual survey plus a two- to three-page report that explains
the strategies behind the survey. Survey Report Guidelines
The report should include the following information. Have an introduction area in which you explain your project.
Provide a description of the purpose of the survey. What questions do you
wish to answer? How does the survey design particularly reflect the goals you
have for gaining information? Identify the target market for the survey. How will you choose the sample for the survey? What will be the method for conducting the survey (i.e., phone, Internet,
personal interviewing, etc.)? Why did you choose this mode? What is your
overall plan for conducting the survey based on your methodology?
Explain your survey strategy design in detail.
In this section, you should explain the specific tactics and strategies you have
integrated into the survey. Why have you phrased the questions as you have? Why have you created the response areas as you have? What strategies are there behind the order of the questions? Why are you asking the type of demographic questions you have
outlined?
In general, be detailed in explaining your approach and strategies for the data
you are collecting. Remember to format your report per APA guidelines. How will you analyze the results of the survey? Are there any special
considerations for the analysis? How have you planned for the analysis in the
design of the survey? Include a conclusion section that summarizes the above and reiterates
why your strategic approach to the survey fulfills the objective of this piece of
the research and your overall Course Project.
Your Survey Report will be evaluated and returned next week with feedback,
which you are expected to consider incorporating prior to integrating into your
Course Project.
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