The aim of this marketing research project is to develop a survey instrument for addressing a specific marketing research problem. For the selected topic, you will do secondary research on the industry and organization

Marketing Research Project

Final Project Marketing Research Project: You will develop a survey instrument for addressing a specific marketing research problem. For the selected topic, you will do secondary research on the industry and organization/product in question, and develop a questionnaire in order to gather the information necessary to be able to solve that problem. In addition to writing a formal report, you will present the research in class at the end of the term. Your project grade will be based on the quality of the report developed and presented. Presentation: Presentations are approximately 15-20 minutes in length.

Marketing Research Project

Focus your presentation on the research questions and how your analysis answers those questions. Highlight the most interesting findings from the research. Please, feel free to be creative with your presentation, as long as you accomplish the objective of informing your audience about the findings of your marketing research project. Once presented to the class, be sure to submit your presentation files to Brightspace. Writing Style: You will be graded on the quality of your writing. Make sure the material is presented in a logical manner, it is clear how each piece of information is relevant to your topic, and the ideas are consistent with each other throughout the report.

Marketing Research Project

Use SPSS or Excel output and graphs/charts when appropriate to support your findings. Use a professional writing style. Check your grammar. Make sure the report looks professional. You also need to upload your presentation to Brightspace, before you submit your final report. Instructions for Written Project: Introduction This section is where you’re giving an introduction to the research project you are conducting. You should give a description of the topic that you are researching. You should also describe your client (if you have one). This introduction should also include a statement of the research question(s).

Marketing Research Project

Secondary Research/Literature Review This section is where you’re presenting the results of your literature review/secondary data search. Secondary research presents the background information/information that is already known about your research question. Before conducting primary research, you need to know what is already known. You must consult outside sources. You must find AT LEAST 5 sources to cite. These must be legitimate sources of data, based on facts and not opinion. You need to describe the organization’s current situation in a company/situation analysis.

Marketing Research Project

Included in company/situation analysis you should describe the target market and other relevant facts related to your chosen organization. The secondary research should also cover the industry analysis which analyzes the industry that your chosen organization is operating in. Finally, you need to present a tentative list of variables and constructs you plan to study and what you hypothesize in terms of their relationships. Outline for the Final Written Reports: I.  Title Page (name of your organization / survey topic; include team members and date) II. Table of Contents (make sure to number the pages of your report)

Marketing Research Project

III. Executive Summary a. Research objectives b. Concise statement of method c. Summary of key findings d. Conclusion and recommendations IV. Introduction V. Research objectives and research questions VI. Secondary Research/Literature Review VII. Research Methods and Procedures a. Summary of the type of research you are conducting (sample, data collection, etc.) b. Survey Development (include questionnaire) VIII. Data Analysis and Findings a. Descriptive statistics: Explain individual questions and how they help in addressing your overall research problem & present your findings from each question.

Marketing Research Project

Every single question will be analyzed individually here; make sure to report the corresponding descriptive statistics in tables and graphs as appropriate b. Hypothesis testing: Present results from the statistical analysis you performed to test your hypotheses. You should have at least FOUR different types of analyses reported in which you have significant results. Your reported tests should include: tests, cross-tabs, ANOVA, and regressions. IX. Recommendations X. Limitations and Conclusions.

Marketing Research Project

XI. References (Document the various sources you utilized in your report, including information about the industry, competitors, etc. Use APA or MLA formats for documenting sources used. If you write something that is not your opinion, and is not common knowledge, IT MUST BE CITED!) XII. Appendix (should include, but is not limited to: a copy of your survey and any SPSS or Excel output that is relevant to your paper.) https://youtu.be/apm0wH9HU0Y

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