Marketing Research Method Proposal

Assignment Details (From Unit Guide)

Assessment task title: Research Report

Due Date: Week 10

Weighting/Value: 30%

Details of Task: This is a separate assignment. It involves preparing a research report based on the research proposal that was completed in assignment 1. Utilise the feedback given to you on your research proposal to guide you in the preparation of the research report. You are required to collect information on the same topic you presented in the research proposal by administering an improved/amended version of the questionnaire. You are advised to keep your research focused on the research objectives. Examples of questionnaires are included in the textbook. You are strongly advised to amend/modify/revise any questionnaire to suit the topic, country environment and the objectives of your study. The sample size for this study should ideally be between 80-100

respondents.

The grades available for the research report are given in the research report evaluation sheet. Three distinct steps to be followed in completing this assignment are stated below:

1. Conduct fieldwork through the administration of the questionnaire.

This step should be conducted in accordance with the fieldwork procedures discussed in the

prescribed textbook. The basic rules and conventions for conducting fieldwork should be followed.

2. Analyse the data gathered through the fieldwork.

You may choose to use any statistical package (e.g. SPSS or Excel) for the data analysis. In the event that you do not have access to any statistical package, you may choose to analyse the data either manually or using a scientific calculator.

All completed questionnaires should be thoroughly edited prior to entering the data into a statistical package. Coding principles need to be followed before entering the data into the statistical package. Once the data is entered into the statistical package you should conduct some basic descriptive statistics (e.g. simple tabulation, frequency distribution tables, measures of central tendency and cross-tabulations). Graphs (e.g. bar graphs, line graphs and pie charts) and tables (e.g. cross-tabulations) are often useful for displaying descriptive statistics. Finally you should present the results of the hypothesis testing (e.g. chi-square, t-test, ANOVA, regression analysis) that are relevant to your research report.

In essence, you are required to convert the raw data into easily understandable and interpretable results. The presentation should involve a logical unfolding of information as if you are telling a story. You need to ensure appropriate use of tenses in different sections of your report.

3. Finalization and Presentation of the research report.

The following format is recommended for presenting the research report:

Title page

Abstract

Table of contents

List of Tables and Figures

Introduction

● Background/Introduction (including research problem)

● Explanation of independent variables

● Research objectives and research questions

● Hypotheses development and research model

Research Method

● The target population

● Sample plan and size

● Development of the questionnaire

● Data collection method

Research Results

● Descriptive statistics

● Hypothesis testing

Discussion and implications

Limitations of the study

Future research

Conclusion

References

Appendix

● List of measurement items

● Questionnaire

● Other relevant materials

Please submit a CD containing the data files (i.e. the data that you have collected) together with a

printed copy of the research report.