Sophia Miles - Marketing Research

Homework 6 (Individual and Team components) Backward Market Research

Learning Goal:

• Apply the concept of Backward Market Research to your team's research project Low-Stakes (Individual, due on Canvas Oct. 25 before class starts): Read "Backward Market Research" from the Harvard Coursepack, then answer the following questions (~ 1 page).

• What is the concept behind Backward Market Research? • Why does it make sense to determine what the final report should contain before you collect

any data? Low-Stakes (Team, in-class on Thursday, due on Canvas Oct. 25 when class ends): For your team project, you are now in the process of developing your draft questionnaire for your initial research proposal that is due on November 1. Let's apply the first few steps of Backward Market Research to your project to help support the development of your questionnaire. As a team, create a PowerPoint deck that addresses the first steps of the Backward Market Research process:

• How will your final research results be implemented? You may not have discussed this with your client, so make (and state) any assumptions needed.

• What information should your report contain in order to support implementation? Specify the information needed to fill in the blanks for that information.

• Earlier in the semester, we discussed the idea of a conceptual model to support your research problem. Diagram your needed information as a conceptual model.

Evaluation (Descriptive)

Score 3 2 1 0 Individual Clear and thoughtful

explanation of Backward Market Research and the importance of the step of what the report contains

General understanding and explanation of Backward Market Research and the importance of the step of what the report contains

Incomplete or poor and explanation of Backward Market Research and the importance of the step of what the report contains

Not turned in on time

Team Clear and thoughtful application of Backward Market Research to your project. Clear conceptual model related to your research problem.

Basic application of Backward Market Research to your project. General conceptual model loosely related to research problem.

Incomplete or poor application of Backward Market Research to your project. Conceptual model not related to research problem.

Not turned in on time, or absent