unit 3 marketing HW

[MT450: Marketing Management]

Unit 3 Assignment

Assignment: The Market Research Plan

Scenario:

Your top franchisee owns several franchises in New York, NY. Over the last three years, sales and market share have

declined 5% each year in the consumer segment and business segment. As the marketing manager for the franchise,

you have decided to fly to New York and develop a market research plan to understand the problem.

Create a market research plan:

 Using the market research process in the diagram below, develop a market research plan that will provide a better understanding and solution to the problem.

Address each step in detail.

Reference

Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall

[MT450: Marketing Management]

 Please make sure you include primary and secondary sources in your market research plan. See the diagram below.

Reference

Winer, R. S. & Dhar, R. (2011). Marketing management (4th ed.). Upper Saddle River, NJ: Prentice Hall

You will provide a 3–5 page (using APA format and citation style) market research plan paper with at least

three supporting references. You should include at least one illustration which can be included in the body of

your paper or appendix.

Submit to the Unit 3 Assignment Dropbox.

Unit 3 Assignment Grading Rubric 40

Possible

Points

Specific Paper Objectives: Assignment Checklist

(80%):

Illustrate the research process- Develop a research plan using all 10 steps 12

Use secondary data resources 10

Develop a primary data plan 10

[MT450: Marketing Management]

Subtotal 32

Writing Style, Grammar, APA (20%)

Grammar and Spelling 3

Paper is 3–5 pages in length and responses are

concise and direct 3

Reference list and citations are provided 2

8

Total 40