Marketing Research Report Project

This assignment is a class project requiring students to conduct and report on a marketing research study. The project involves identifying a real-world marketing problem for a chosen firm, outlining the research objectives, selecting an appropriate research design and data collection methods, and presenting findings and recommendations. The final deliverable includes a written report and a PowerPoint presentation. The report should follow a specific structure, including an executive summary, background information, problem definition, research objectives, research design, fieldwork/data collection techniques, findings, recommendations, and limitations. The project emphasizes applying learned concepts and techniques to analyze real-world situations and requires original analysis rather than summarizing existing work. The report must be submitted as a Word document, and the presentation is also due by the end of Week 9.

CLASS PROJECT - MARKETING RESEARCH REPORT
(Due NLT 11:59 pm Sunday, Week 9)
Class,
Below is the information on your class project. The project
is a marketing research report which must be submitted
no later than Sunday, 11:59 pm, of Week 9 as a Word
document. This will count for 20% of your final grade.
You will also prepare a PowerPoint presentation which will
accompany the report. That too will be due by end of
Sunday, Week 9. It will count for 10% of your final grade.
Please read the information carefully, and if you have any
questions, ASK ME!
Thanks
Prof McKinley
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The purpose of the Final Project is to apply the concepts and
techniques of the module to the analysis of real-world situations
or problems. You are expected to use diverse sources of
information and to carry out an original analysis rather than
summarize or rehash existing work. You are also encouraged to
use situations and data from your own experience where possible.
For this project, you will identify a marketing problem for a firm
that you know well or for a well-known firm. The objective of this
project is to communicate the essence of the marketing research
process between the researcher and the organisation. The

problem should be relevant to the business and specifically
outlined.
Your task is as follows:
(1) Identify and clearly communicate a marketing research
problem that demonstrates that you have a clear understanding
of the problem at hand. The problem could include, but is not
limited to, the following:
 Possible market to target, or an adaption of current practises
towards a current market
 New opportunity to pursue
 Marketing problem either at the consumer or organisational
level
(2) Identify the information needed to address the research
problem, including a specific discussion of the field data
requirements. You should identify the following elements:
 Type of information needed: primary, secondary, or both
 Sources of information to be used
 Whether consumer or company data will be needed
(3) Choose a research design and justify its choice. You should
identify the following elements:
 Explanation of the exploratory, descriptive, or causal approach
followed
 Individual techniques adopted
 Research design needs and limitations
(4) Identify appropriate data collection method(s). You should
identify the following elements:

 How data was collected
 Field data requirements
 Who was responsible for data collection
 Control mechanisms to ensure the quality of data collected
(5) Summarize your proposal recommendation based on your
findings and discuss the limitations of your research.
Note: The report should be written in past tense, e.g., “a
survey with a structured questionnaire was conducted in two
cities”. The final report is NOT a proposal of something to be
done. It is about what was done, why, how, and what came out of
it.
Your Final Project should follow the outline below (use these for
your headings):
1. Executive summary
2. Background information
3. Problem definition
4. Research objectives
5. Research design
6. Fieldwork/data collection techniques
7. Findings
8. Recommendations and limitations
Last modified: Friday, 2 September 2016, 3:56 PM