Marketing research Final

Project: Quantitative Research

Written assignment (Case Study) Final Activity brief

BBA221 – Marketing Research Online campus

Professor: Dr. Petros Bouchoris | [email protected]

Description You are a marketing researcher at the SPORTS sport apparel brand. The relevant market is very competitive with many international players. In the context of its new product development strategy, the management investigates the launch of a sustainable new sneakers range.

In this context you are asked to design a product test to evaluate and refine the relevant concept and to identify the potential of this new product

Following this, you must design a questionnaire to identify consumers’ interest, purchase intention to the new range, possible extensions, pricing strategy, positioning etc.

The report should include:

• A Marketing Research brief, for the product test, the relevant research objectives, possible marketing actions, testing material, timing and budget. (25%)

• A Marketing Research proposal for the product test (quantitative) including the population under study, sample size and selection. (25%)

• A detailed proposed 12-15 questions Questionnaire (excluding demographics) for the product test. Questionnaire should be in final format, including the appropriate descriptions, wording, scales, etc.(40%)

• A statistical analysis plan (10%)

Format This activity must meet the following formatting requirements:

• Font size 12

• Double-spaced

• Harvard Referencing System

• pdf only

• 2000-2500 words

Due date Date: 20 September 2021 Time: 14:00 CEST

Weight towards final grade

This activity has a weight of 60% towards the final grade.

Assessment criteria

Students will be evaluated according to the following rubric

Goal(s) • Learn how to develop a marketing research brief

• Learn how to develop a data collection instrument for quantitative research

Learning outcomes

• design the marketing research questions for questionnaires.

• identify the sampling methods and procedures and determine the sampling sizes

Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Problem identification

The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented.

The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers. Key case information has been identified and analyzed.

The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.

The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.

The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.

Information gathering

The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and

relevant.

Relevant information gaps were identified and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth.

The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion.

An information gap was identified and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information.

Information was taken at face value with no questioning of its relevance or value. Gaps in the information were not identified or were incorrect.

Conclusions The student evaluated, analyzed, synthesized all information provided to create a perceptive set of conclusions to support the decisions and solutions.

The student evaluated, analyzed and synthesized to create a conclusion(s) which support decisions and

solutions.

The student reached conclusions, but they were limited and provided minimal direction for decision-making

and solutions.

The conclusion was reasonable but lacked depth and would not be a basis for suitable strategy development.

The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or

unrelated to the case in hand.

Solutions The student used problem solving techniques to make thoughtful, justified decisions about difficult and conflicting issues. A realistic solution was chosen which would provide maximum benefit to the company. Alternative solutions were explored and ruled out.

The student used problem solving techniques to make appropriate decisions about complex issues. Relevant questions were asked and answered. A realistic solution was chosen. Alternatives were identified, explored and ruled out.

The student used problem- solving techniques to make appropriate decisions about simpler issues. The solution has limited benefit but does show understanding of implications of the decision. Alternatives were mentioned but not explored.

The student used problem solving techniques to make decisions about simpler issues but disregarded more complex issues. Implications of the decision were not considered. Alternatives were not offered.

The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.