Marketing Research report

MKTG 416

Marketing Research

Class Project: Specifications

Objectives

· To equip students with the practical skills in conducting a survey research project such as questionnaire and database design, etc.

· To equip students with data preparation and analysis skills such as: data conditioning, tabulation, statistical analysis and use of data analysis software tools like SPSS.

· To expose students to data collection processes in marketing research.

Instructions

· This is a group project for 4-5 students in a group.

· Each group is tasked to select a company, product or service to conduct a market research on a suggested research area. No two groups are to research on the same company, product or service, or product/service of the same category. Approval must be obtained from their instructor before the actual research processes can commence.

Project Requirements

1) Problem Definition: Decide on the Management Decision Problem and Marketing Research Problem for the project chosen.

2) Questionnaire and database design: Develop an appropriate questionnaire for this project and then create a corresponding database for data capture.

3) Research Design: Quantitative approach is to be used.

4) Sample Size and Sampling Design: A minimum representative sample size is required. Either probability or non-probability sampling designs is to be deployed.

5) Data Collection Methods: Students may use any data collection methods (person, telephone, self or computer-administered surveys, etc.) in the survey fieldwork. The method chosen should be appropriate to the research area and sampling techniques applied.

6) Data Analysis: Students must generate descriptive statistics and create simple tabulations of the survey research data for interpretation and analysis.

7) Report Writing: Students must submit a typed-written report on their findings

Project Output

1) Clearly written Management Decision Problem and Marketing Research Problem for the research area chosen.

2) A copy of the questionnaire applied in this project.

3) A completed survey database in SPSS format output.

4) Descriptive statistics and relevant tabulations in SPSS format of the survey research data for interpretation and analysis.

5) Project Report is due 2/27/13

Suggested Research Areas

The areas listed below are suggested areas for research. Students may select one of the areas listed to conduct their project. For each area, students are required to further define their scope of research. Alternatively, if students have other research areas of interest, the group may discuss these areas with their instructor.

(1) CUSTOMER SATISFACTION SURVEY.

It is important for marketers to understand the consumers’ needs and determine if customers are satisfied with their products or services. You are to design a study to provide useful information that will improve customer satisfaction for the product or service you have chosen.

(2) CONSUMER PROFILING

Increasingly, companies are finding it more profitable to target a specific group rather than the mass consumer market. For the product or service that you have chosen, design a study identifying or defining the target market and/or potential target market. The more the marketer knows about this target market, the better the positioning of product/service in meeting consumer needs and greater the market share.

(3) CONSUMER USAGE AND ATTITUDE STUDY

Usage and attitudinal information are important inputs for the formulation of an effective marketing plan. Conduct a research to provide usage and attitudinal information on the product or service that you have selected. Present the marketer with essential information on how the product/service is used and what consumers would think.