marketing research

To further explore the phenomena of interest, you are to conduct secondary research of academic sources. This is limited to academic journals and textbooks, and should explore conceptual themes.

This is unlikely to be specific to your brand , but is useful theoretical discussion to help define and refine your research problem and design. The concepts or variables explored should complement those proposed in your conceptual model.

Such research should focus on the Literature Review, Hypotheses Development, and Results / Discussions chapters of academic journals.

(Approx. 300 words)

PRIMARY RESEARCH FINDINGS (10 marks)

To further explore the BACKGROUND of your research area (research problem, questions, and model), some INFORMAL exploratory and descriptive PRIMARY research is to be conducted.

This should make use of the primary research methods addressed in the learning modules to further probe into the research area. This is not you administering the final instrument(s) you design for section 8.

Describe the following as part of your primary research:

· method of primary data collection (i.e. some informal focus groups or questionnaires)

· what you asked, why, and the environment you collected data

· who the sample were that you utilized and why

· a brief overview of your findings

· how these findings clarify / refine your subsequent research problem and design

The use of tables, graphs, or images may be utilized in this section to ensure more efficient communication.

(Approx. 300 words)

RESEARCH FRAMEWORK JUSTIFICATION:

RESEARCH PROBLEM: (5 marks)

Having thoroughly explored the problem / phenomena you are researching, please succinctly state through 3 clear and specific statements:

· what the problem is

· what is causing the problem (overview of what you have discovered in the aforementioned research), and

· the implications for relevant stakeholders

(Approx. 100 words)

RESEARCH QUESTIONS: (5 marks)

You are to propose 5 - 7 singular and specific questions.

These questions should build from your initial research problem and background, and influence the subsequent research design. The questions should stand on their own without the need for further justification or clarification.

The Qs should cover the WHO, WHAT, WHEN of what you want to address to solve the research problem. Ensure all your questions are focused on a single, specific research design (i.e. not consumers, industry, the brand, and suppliers all in one study - focus on one context only, i.e. just consumers).

(5-7 bullet point statements)

CONCEPTUAL MODEL: (5 marks)

You are to illustrate a conceptual model detailing the CAUSAL RELATIONSHIPS between the variables proposed to address your research questions. All the aforementioned research questions should be addressed in some way through the variables in this conceptual model and the critical thinking behind this model is to be justified.

CAUSALITY should be proposed through utilizing a series of independent variables, mediators, moderators, and dependent variables, as well as the hypothesized direction of causality.

HINT: The final dependent variable will likely be directly related to the outcome(s) of your research problem. Academic sources, such as those covered in the learning modules will provide examples of how a conceptual model should look. Further research may be required.

(Conceptual model, plus approx. 150 words justification of why conceptualized this way)

PROPOSED SAMPLING (PRIMARY RESEARCH) (15 marks):

Population of interest

Describe the members of the population the research will examine (to address the research questions), utilizing the key bases of segmentation discussed in the learning modules.

(Approx. 150 words)

Sampling frames

Briefly describe 4 sampling frames to ascertain sample members from and any special considerations to ensure a representative sample.

(Approx. 100 words)

Sampling procedure

Apply sample procedures for collecting data for the described population using the proposed sample frames. Multiple data collection method may require multiple sampling procedures.

This should make reference to techniques covered in the learning modules, with justification of why this method is proposed.

(Approx. 150 words)

PROPOSED METHODOLOGY (PRIMARY RESEARCH) (20 marks):

Building from the sampling design, you are to detail how you PROPOSE to collect data to address the research questions. As each research problem and design is unique, you are to choose 2 methods of collecting data from the options of focus groups / interviews, questionnaire, ethnography / netnography.

Instruments (10 marks)

You are to provide your instruments for the two methods of data collection you selected. Refer to the learning modules and below for what is required for each instrument type:

· Questionnaire : the questionnaire (including instructions, a range of question and scale types, in appropriate order) YOU MUST ATTACH SCREENSHOTS OF YOUR SURVEY TO APPENDICES IF BUILT IN QUALTRICS.

· Interviews / focus groups : the discussion guides (including specific questions, probes, stimuli, and projective techniques, in appropriate order)

· Ethnography / netnography : the field guide used in observation (including variables, measurement & coding, locations)

This instruments should appear exactly as how you propose to administer them. You must justify why this type of primary collection best suits your research design – i.e. why conducting research in this way will best serve your research questions. This should make specific reference to the instruments you propose.

(2 instruments, plus approx. 150 word justification)

Pre-testing procedure (5 marks)

You must have pre-tested your instruments. You are to describe how you pre-tested, and how the results of this pre-test helped improve your final instruments.

This should actually be undertaken , not hypothetically, and you must detail specifics of administering the pre-test (i.e. to who, how, where, etc.), any issues you identified, and how they were improved.

(Approx. 150 words)

Research environment (5 marks)

This section should detail the proposed physical conditions / context under which data will be collected, and WHY.

(Approx. 150 words)

PROPOSED CONTRIBUTIONS (MANAGERIAL / PRACTICAL) (5 marks):

This section details WHO the proposed research will provide value to, and HOW this research will be useful. It is NOT a conclusion, and it is not about making recommendations. Do not recap what you have already discussed.

Linking this with marketing discipline and industry the research explores is integral, as well as the specific components of YOUR proposal that relate to the contribution. Examining discussion of “implications” or “contributions” from peer-reviewed academic journal articles will be a helpful guide for the style of communication for this section.

(Approx. 200 words)

REFERENCING AND COMMUNICATION: (5 marks)

The reference lists should detail where you have sourced any information from. This is particularly important for academic sources.

Application (not merely definitions) of at least 5 academic references to your research proposal is expected. Chicago referencing is to be employed.

The appendices section should host any additional information needed to support your findings, but is not essential to the arguments in your proposal. Examples of such may include images, tables, graphs, data, etc.