|N1069 Marketing Research Assignment – Week 12|
BASED ON THE ATTACHED BRIEF
ELEMENT 1 – Proposal
Company X requires proposals for carrying out a research project. The findings should include both qualitative and quantitative information. The company is willing to spend up to £50,000 on the research project. Your group has been assigned the role of a market research agency and you are asked to produce a proposal to address the research needs of a Company of your selection. For the purpose of this question, your proposal should exclude contract details but should include all other relevant sections that would be found in a proposal. Your proposal should also include a brief appendix, which sets out any assumptions you made when drawing up your proposal. The proposal should be no longer than 1000 words and include the following sections:
- Executive Summary
- Company and Project Background
- Problem Definition +Approach to the Problem
– Management decision / Marketing research problem / Key objectives / Research hypotheses
- Research Design
- Cost and Time
ELEMENT 2 – Discussion guide
Design a discussion guide/ topic list (including four appropriate projective techniques), for use in a programme of qualitative research to address the research objectives of the mini case set out in Element 1 (1000 words). You should also attach an appendix, which provides a set of guidelines for the moderator of the group discussions/depth interviews, explaining how the discussions should be conducted.
ELEMENT 3 _Questionnaire
Design a questionnaire to meet the research objectives of the project set out in Element 1. The questionnaire should clearly demonstrate your knowledge of sequencing, question wording and question / response format (up to 25 questions excluding demographics).
Where appropriate on all tasks– Harvard referencing should be used.