Market research – assessment 1 research project

This individual project is designed to give you an insight into the practical aspects of market research and some of the issues involved in the conducting of such research and communicating the outcome for solving marketing-related problems.

You will be required to prepare background research relevant to the issue, identify an appropriate market research problem and research question/s, specify research objectives, and justify the use of a qualitative method of research for data collection purposes.

Your task is to perform basic data analysis in order to achieve the research objectives and answer the research question/s generated, and present your findings in a well-structured and professional standard research report which would assist in management decision-making. By doing this, you will gain some experience and a greater understanding of the market research process and how to communicate the results appropriately in writing.

The final polished research report should be approximately 3,000 words in length, not including tables or references. This assignment is worth 60% and is due in week 12.

Assessment Guidelines:

The bullet points mentioned in the assessment guidelines will help you to proceed with the market research and go through the main market research points. Make sure you accomplish each topic to provide a good work.

Step 1 – Research Proposal:

In the first step of your market research project you should explain the following topics:

• Find a business problem and explain it clearly.

• Define your main research question.

• Identify the specific objectives (consider the variables you choose in the next step to help you to determine the specific objectives).

• Explain which will be your unit of analysis.

• Conclude the first step presenting how you imagine the business problem would be solved considering the data that will be collected and the specific objectives outputs.

Step 2 – Exploratory research:

The next step consists of the practical application of your research proposal

• Explain the method you used considering the type of qualitative research orientation (phenomenology, ethnography, grounded theory or case study)

• Define the type of research (focus group) and how you will proceed with the data collection (present the data collection instruments).

• Present and explain the variables used for analysis (For this purpose use secondary data research methods)

• Present question(s) related to each variable.

• After collecting the data, present the analysis of the results showing your scheme of qualitative data codification and the answers related.

• Conclude the second stage with a predictive analysis suggesting actions to the research problem.