Module 086: Research Project Proposal on Marketing Strategies

This document presents a research project proposal focusing on comparing social media marketing and traditional marketing concepts. The project aims to determine the most effective marketing approach between the two. The objectives include critically evaluating the benefits of both techniques, identifying effective social media platforms, determining how social media marketing can replace traditional efforts, and exploring the relationship between the two approaches. The rationale emphasizes the problems associated with traditional marketing and how social media marketing can address them. The theoretical framework outlines the use of social media platforms for brand awareness and compares them with traditional methods like billboards and print ads. The topic choice matrix includes key terms, theories like SWOT and AIDA, data collection methods (primary and secondary), and measurement techniques using SPSS. The research is intended for academic purposes and will be of interest to students. Desklib provides access to similar solved assignments and past papers.

Research Project Proposal Form
(Module 086)
NOTE: THIS FORM MUST BE TYPED AND SUBMITTED WITH ATS FRONTISPIECETO THE
RESOURCE CENTRE BY 7.00PM THURSDAY4TH OCTOBER 2018
Student Details:
Family name/s:
First name/s:
email address:
Full Student ID Code:
Title of course:
Your Research Project Proposal:
What is your Aim?
The aim of your project can be summarised as what you are aiming to do. The aim will
direct you as a researcher and those that read your work. Please have only one aim
– and no more than one! A good aim rarely takes more than one or two lines to write.
One sentence should be sufficient. Further, do not use the terms ‘and’ or ‘also’ in the
aim as using these will almost always mean you have two or more aims.
Your AIM:
The aim of the research project is to compare the social media marketing and traditional marketing concepts. It is to be
believed that the research projects aims at determining which can be the most effective marketing among these two for
facilitating the marketing efforts.
Compiling your objectives
Objectives are sometimes called Milestones or Key Stages and these assist you to
achieve your aim. Most projects have between 3 or 4 objectives. Too many objectives
may indicate that your topic requires “narrowing down”. The objectives are not purely
about the process itself so it would be inappropriate to suggest an objective of “to
carry out a literature review”, more useful would be “…to ascertain the relationship
between x, y and z as detailed within the current literature.”
Before you start writing your objectives, think about what the key issues are within
your research topic and the overall question you are addressing in your research
project.
Examples of Objectives
 To critically evaluate…
 To identify…
 To determine…
 To explore the relationship between…
Your
Objectives:
1. To critically evaluate the benefits of both the traditional marketing and
social media marketing techniques used by the organisations
2. To identify the various effective platforms used to improve the efficiency
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Research Project Proposal Form
(Module 086)
of social media marketing
3. To determine how the social media marketing can replace the traditional
marketing efforts to gain more market exposure and enhance brand image
4. To explore the relationship between the traditional marketing and social
media marketing efforts managed by the organisation
Project Rationale:
The project rationale sets out why you are carrying out the research and why the
research is important, i.e. who will benefit from the research and how will your
research make a contribution to either the current literature or industry best practice
or a specific organisation or group of individuals.
Theoretical Framework
Please read your research project handbook and see examples available on Canvas.
Then complete your own theoretical framework below:
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RATIONALE: THE RATIONALE OF THE RESEARCH DEMONSTRATES THE PROBLEMS FACED
LIKE THE MAJOR ISSUES THAT MAY BE ASSOCIATED WITH THE TRADITIONAL MARKETING
TECHNIQUES (Tuten and Solomon 2017). BOTH THE TRADITIONAL AND SOCIAL MEDIA
MARKETING APPROACHES WILL BE CONSIDERED AND AS IT CAN BE UNDERSTOOD, THE
TRADITIONAL MARKETING APPROACHES WILL BE REPLACED WITH THE TECHNOLOGICALLY
ADVANCED SOCIAL MEDIA MARKETING EFFORTS TO RAISE CUSTOMER AWARENESS AND
MAKE A WIDER REACH FOR ATTRACTING MORE CUSTOMERS AS WELL (Mulhern 2013).
Traditional marketing
techniques Social media marketing
Use of billboards, posters,
newsletters, newspaper print
ads, etc. Used to grab the
attention of consumers
Use of social media
platforms like Facebook,
Twitter, Instagram, etc. For
creating brand awareness and
establishing a positive brand
image
AIM
To compare the traditional and
social media marketing

Research Project Proposal Form
(Module 086)
Topic Choice Matrix
Guidance:
You must complete a topic choice matrix (the outline is below and examples are on
Canvas) andsubmit this with your proposal. A good matrix indicates to your supervisor
that you have thought about the broader context and the approachwithin which your
research will take place.
What key terms/concepts will
youuse in your work:
Traditional marketing, social media marketing,
customer awareness, Facebook, media channels, word
of mouth promotions, positive brand image, brand
promotions, etc.
What theory/models will be
applied in your work:
SWOT framework to assess the
strengths and weaknesses of the
traditional and social media
marketing techniques. AIDA model is
used in the marketing concept for
enabling attention of customers,
creating interest, desire and undertake
actions (Vásquez and Escamilla
2014). Defining Advertising Goals
for Measured Advertising Results or
DAGMAR model can be used too.
What data or information will you
need to collect for your research?
To conduct the research, both primary and secondary
data will be collected. The primary data will include
the quantitative and qualitative data derived through
distribution of survey questionnaires to respondents
and obtaining responses from the managers (Tuten and
Solomon 2017). The secondary data will be collected
by assessment of journals, articles, documents and
websites containing information about social media
and traditional marketing.
What access will you need to
obtain to get your data?
Access to managers for conducting
interviews is needed while the survey
questionnaires shall be distributed to
respondents and their responses will
be counted as quantitative data.
Access to secondary sources like
websites, journals and articles
containing relevant information about
the research topic will be required as
well (Mulhern 2013).
Measurement - how will Contribution: to whom and why
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Research Project Proposal Form
(Module 086)
youevaluate, judge, compare and
analyse your primary and/or
secondary data?
The primary data consisting of
qualitative data will be analysed with
the use of SPSS tool for representing
the data in graphical formats and
tables and interpret the results
properly.
will your research be of interest
(or of use)?
As the research will be done for academic purposes
only, so the research will be of interest to the students.
IN ALL DISSERTATIONS THAT USE PRIMARY RESEARCH, YOU
WILL NEED TO COMPLETE AND SUBMIT THE APPLICATION
FORETHICAL CLEARANCE FORM, AVAILABLE ON CANVAS. IF
YOU CARRY OUT PRIMARY RESEARCH BEFORE GAINING
ETHICAL CLEARANCE THE UCB WILL NOT BE ABLE TO ACCEPT
YOUR WORK FOR ASSESSMENT AND FURTHER ACTION MAY
HAVE TO BE TAKEN.
IN ALL CASES IT IS ESSENTIAL THAT YOU NOW READ THE
SECTION ‘RESEARCH AND ETHICS: GENERAL ETHICAL
CONCERNS’
IN YOUR RESEARCH PROJECT HANDBOOK AND ON CANVAS
(MODULE 086)
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Research Project Proposal Form
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References
Mulhern, F., 2013. Integrated marketing communications: From media channels to digital
connectivity. In The Evolution of Integrated Marketing Communications (pp. 19-36). Routledge.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Vásquez, G.A.N. and Escamilla, E.M., 2014. Best practice in the use of social networks marketing
strategy as in SMEs. Procedia-Social and Behavioral Sciences, 148, pp.533-542.
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