Project Research Proposal: Consumer Behavior and Archetypes

This project research proposal investigates the influence of archetypes in digital marketing on consumer behavior. The proposal outlines a detailed project schedule, including project initiation, planning, execution, and closure phases. It encompasses risk management, addressing technical, financial, time management, and environmental risks, alongside a comprehensive quality management plan. The research employs a mixed-methods approach for data collection, including both primary and secondary data. The project also includes a consumer behavior analysis, covering market segmentation, consumer background, psychological cores, and decision-making processes. The proposal also provides a detailed action schedule, illustrating the project's timeline, resource allocation, and dependencies. The document concludes with a list of references supporting the research methodology and theoretical underpinnings. The project aims to provide valuable insights into the effectiveness of archetype-based marketing strategies.

Running head: PROJECT RESEARCH PROPOSAL
Project research proposal: How the use of archetypes in the digital marketing can
influence the consumer behavior
Name of the student:
Name of the university:

1PROJECT RESEARCH PROPOSAL
3. Project management
3.1 Project schedule
WB
S Task Name Duration Start Finish Predecess
ors Resource Names
0 Action plan
schedule 77 days Thu 3/1/18 Fri 6/15/18
1 Project
initiation 17 days Thu 3/1/18 Fri 3/23/18
1.1
Understandin
g the details of
the project
proposal
3 days Thu 3/1/18 Mon 3/5/18 books[1],research[1],Tim
e [1]
1.2
Developing
SMART
objective
4 days Tue 3/6/18 Fri 3/9/18 2 books[1],research[1],Tim
e [1]
1.3
Creating
objective of the
proposal
2 days Mon
3/12/18 Tue 3/13/18 3 books[1],research[1],Tim
e [1]
1.4 Measuring
long term impact 4 days Wed
3/14/18 Mon 3/19/18 4 books[1],research[1],Tim
e [1]
1.5 Measuring
short term impact 4 days Tue 3/20/18 Fri 3/23/18 5 books[1],research[1],Tim
e [1]
2 Project
planning 12 days Mon
3/26/18 Tue 4/10/18
2.1 Risk
management plan 3 days Mon
3/26/18 Wed 3/28/18 6 books[1],research[1],Tim
e [1]
2.2
Product
quality
management plan
2 days Thu 3/29/18 Fri 3/30/18 6,8 books[1],research[1]
2.3 Identifying 3 days Mon 4/2/18 Wed 4/4/18 9 books[1],research[1],Tim

2PROJECT RESEARCH PROPOSAL
proposal
limitation e [1]
2.4 Developing
code of ethics 4 days Thu 4/5/18 Tue 4/10/18 10 books[1],research[1],Tim
e [1]
3 Project
execution 39 days Wed
4/11/18 Mon 6/4/18
3.1
Data
collection
techniques
23 days Wed
4/11/18 Fri 5/11/18
3.1.1
Selecting
accurate research
approach
4 days Wed
4/11/18 Mon 4/16/18 11 books[1],research[1],Tim
e [1]
3.1.2
Identificatio
n of data
collection
approach
2 days Tue 4/17/18 Wed 4/18/18 14 books[1],research[1],Tim
e [1], questionnaires[1]
3.1.3
Designing
survey
questionnaire for
primary data
collection
2 days Thu 4/19/18 Fri 4/20/18 15 books[1],research[1],Tim
e [1], questionnaires[1]
3.1.4
Getting
approval for
questionnaire
3 days Mon
4/23/18 Wed 4/25/18
15,
16
books[1],research[1],Tim
e [1],questionnaires[1]
3.1.5 Revision
and improvement 5 days Thu 4/26/18 Wed 5/2/18 17 books[1],research[1],Tim
e [1],questionnaires[1]
3.1.6
Analyzing
gathered primary
data
4 days Thu 5/3/18 Tue 5/8/18 18 books[1],research[1],Tim
e [1],questionnaires[1]
3.1.7 Secondary
data collection 4 days Thu 5/3/18 Tue 5/8/18 18 books[1],research[1],Tim
e [1],questionnaires[1]
3.1.8 Internal
data analysis
2 days Wed 5/9/18 Thu 5/10/18 19, books[1],research[1],Tim
e [1],questionnaires[1]

3PROJECT RESEARCH PROPOSAL
20
3.1.9 External
data analysis 3 days Wed 5/9/18 Fri 5/11/18 20 books[1],research[1],Tim
e [1],questionnaires[1]
3.2 Consumer
behavior 16 days Mon
5/14/18 Mon 6/4/18
3.2.1 Market
segmentation 5 days Mon
5/14/18 Fri 5/18/18
21,
22
books[1],research[1],Tim
e [1]
3.2.2
Understandi
ng consumer’s
background
4 days Mon
5/21/18 Thu 5/24/18 24 books[1],research[1],Tim
e [1]
3.2.3
Psychologic
al core of
consumers
3 days Fri 5/25/18 Tue 5/29/18 25 books[1],research[1],Tim
e [1]
3.2.4 Decision
making 4 days Wed
5/30/18 Mon 6/4/18 26 books[1],research[1],Tim
e [1]
4 Closure
phase 9 days Tue 6/5/18 Fri 6/15/18
4.1 Submitting
proposal draft 4 days Tue 6/5/18 Fri 6/8/18 27 books[1],research[1],Tim
e [1]
4.2 Draft
approval 2 days Mon
6/11/18 Tue 6/12/18 29 books[1],research[1],Tim
e [1]
4.3
Final
proposal
submission
3 days Wed
6/13/18 Fri 6/15/18 30 books[1],research[1],Tim
e [1]

4PROJECT RESEARCH PROPOSAL
Figure 1: Action schedule plan for the proposal
(Source: created by author)

5PROJECT RESEARCH PROPOSAL
3.2 Risk management plan
After analyzing different marketing agendas it is found that the approaches of consumer’s
products buying and the services offer by the providers have been completely changed with the
implementation of digital market. The digital market also measurably influences the customer
behavior. However, during the implementation of the proposed project many risks were
identified those affected the proposal outcome. It is necessary to identify the risks and according
to their impact proper mitigation strategies are also required to be implemented. The set of risks
and their mitigation approaches are elaborated below:
Risks Impact likelihood Mitigation strategies
Technical risks Medium Possible After analyzing the background of
the proposed project it has been
found that, for collecting data mixed
data collection techniques are
applied that is both the primary and
secondary data collection approaches
are used. However, in primary data
collection questionnaire survey is
used that was available both online
and offline. Due to lack of technical
support, the survey results might fail.
In order to avoid technical risks
proper software, software license
and Service Level Agreement (SLA)
are needed to be adopted by the

6PROJECT RESEARCH PROPOSAL
proposal provider at the very project
initiation phase.
Financial risks High Likely In order to conduct the research
work, proper financial support is
needed however, if the proposed
project lack proper capital then, the
researcher will fail to accomplish the
project. In order to avoid finance
risks at the project initiation phase
the researcher should develop a
feasibility study to make sure about
the total amount required for the
proposed project implementation. At
that time they should also allot
additional budget to avoid risks if
any additional resources are needed
during the ongoing development
phase.
Improper time
management
High Very likely Based on the background of the
proposed proposal on influence of
digital market in consumer behavior,
the total time that might be taken for
the implementation of the project has
to be estimated at the project
initiation phase. It will reduce the

7PROJECT RESEARCH PROPOSAL
time management complexity and
the issues those might interrupt the
proposal to implement. In order to
manage time oriented risks,
advanced technologies should be
used to identify the root causes of
the risks.
Risk with the
involved people
Very high Possible For quantitative and qualitative data
collection survey has to be
conducted. In this according to the
sample size people will be involved
but none of the person is allowed to
be influenced from any kind of
external affects. It is the role of the
researcher to take care of the survey
participants. From the starting of the
data collection up to its analysis the
participants should not be
influenced.
Environmental risks Medium Likely For long term sustainability,
background of the proposed project
must be analyzed. In order to avoid
the environmental risks certain
common aspects those are needed to
be considered include human rights,

8PROJECT RESEARCH PROPOSAL
community involvement, issues of
the consumers, proper operating
practices, dispute resolution and skill
improvement.
3.3 Quality management plan
Not only for this project but also for each project quality management plan is the most
important thing because it can only measure the success of the project. In order to accomplish the
proposed project the quality management plan should be outlines at the very project initiation
phase. The quality management plan will be measured as a successful one if it follows the phases
accordingly in terms of quality assurance, quality control and quality management activities.
For this particular proposed project the four phases of quality management that has been
considered include the following:
Quality management strategies Description
Quality planning The quality planning should be
considered at the initiation phase of the
development of the project proposal. It must
consist of the quality procedures and policies
as well. However the project quality must have
to be relevant to the project deliverables and
processes. The objective of the quality review
is to serve proper project delivery, for high
level customer satisfaction and the quality

9PROJECT RESEARCH PROPOSAL
evaluation method that has to be followed by
the project is quality control activities. It has
been found that with the help of proper quality
procedures and policies the project processes
can be implemented accurately with lesser
number of errors. For this particular project the
activities those have been considered include
project deliverable, process quality standard
consideration,
Quality assurance In order to assure the quality of the
proposed project the researcher should use
some quality assurance tools to meet the
project purpose. For this project the process
quality assurance and the stakeholder’s
expectations are specific software
requirements, peer review of the software and
software application. Not only this but also it is
expected that the quality assurance plan will
periodically verify the compliance with the
already planned activities.
Quality control Based on the consumer’s requirements
and even demands the researcher should

10PROJECT RESEARCH PROPOSAL
implement proper quality system requirements
of the digital market. The digital market
reduces the time and cost complexity but still
improper usage of digital market might create
major problems for the consumers. In order to
control the quality of the project the quality
threshold for each of the identified activities
must be considered. It is expected that with the
help of quality control the entire quality of the
proposed project will also improve a lot.
Independent verification and validation Each of the activities of quality
management should be analyzed at the
initiation phase to avoid the risks of life cycle
process support of digital market and its
influence on the consumers. the independent
verification and activity validation are done
through the following steps including planning,
monitoring, evaluation, budget and ongoing
compliance monitoring. The requirements of
individual verification and validation include
review of the concept of the documentation,
critical analysis of the proposal topic,
determination of its integrity level, traceability