Can anyone please help me with this market research report assignment please!?

I am having a lot of trouble thinking of a problem to write my research report on! Any thoughts or suggestions would be greatly appreciated!! The guidelines for the assignment are below, i have been sitting here for the last 3 hours trying to figure where to start but no luck! Task In your groups you are required to write a detailed research report for a management/research problem of your choice. In your text this is covered in Chapter 21. You are not required to go and collect data at all (you can choose secondary data as your data source). This is a research report, the purpose being to tell your reader exactly what you did, when, what you found and how your findings could be used to assist your chosen problem. Therefore, you need to assume you have been given a request for research and a research brief by a potential client and you then need to design a research report which will assist them in decision making for your chosen research problem. Your task is to submit a research report for your chosen market research problem. It might involve a report to assess the feasibility of a new product, evaluate consumer attitudes to an existing product, or measure consumer satisfaction with a service, or a range of other problems that an organisation might face. It is a good idea to try to keep the project simple and not to try to do a huge project to solve all the problems of a multinational corporation which would otherwise spend hundreds of thousands of dollars on research in any one year! This will be harder to get important information about and a big task for a newcomer to market research. The following points are just to help you through some of the parts in the group project that people usually find difficult. They do not constitute every section that should be in the project. A more detailed list of headings is given in the following pages. Problem Formulation First ascertain the decision makers’ objectives and then make the problem they face more market research oriented as per the guidelines presented in the lectures and the textbook. When defining the problem, think of the funnel approach mentioned in lectures. That is, the research question/problem should start off quite broad and encompass the entire study and then further research questions etc. should focus (as in the following paragraphs) until the research objectives have been defined and the data collection questions can be started. The data collection questions (may be survey questions or depth interview questions or an observation sheet) provide the information required by the research objectives which in turn provides the information required to answer the research questions which in turn provides the information to answer the broad research question and thus recommendations based upon the management decision problem. So, once you determine the area of your research question/problem, you must define specific research questions to guide you in finding the necessary information. These more specific research questions should all assist in answering the initial broader research question. Finally, rephrase these research questions as research objectives to help determine what specific information you then need to go and find. These should be very specific and should specify the information you want to obtain very explicitly. For instance, if you wish to see how two variables vary together then the research objective should contain the word association or relationship but if you want to see if different groups differ on some characteristic or behaviour then the research objective should talk about comparing differences between groups. Being very specific means specifying what sort of information you wish to obtain very explicitly – for instance, ‘the relationship between marketing activity and firm performance’ is not specific information. As a conceptual objective this is fine but as a research objective it needs to be far more specific. For instance, say how ‘performance’ will be measured such as profitability, revenues, customer satisfaction etc. – performance can mean many things for different situations (remember it’s OK to be broad at the start but the research objectives should be specific). Likewise, when measuring how effective different advertising mediums might be, this can also mean many things such as awareness, recall, changes to brand image etc. Furthermore, tell us what it is you wish to find out about the relationship between variables – i.e., to determine the strength of the relationship or the direction of the relationship etc. The point is to be specific. Once you have written these you are then ready to start designing the survey. It may also help to draw a diagrammatic description of your model linking all the constructs you are going to measure and how they relate to each other. A good project would have some theoretical rationale behind how variables relate to each other, and shouldn’t just be what

7 months ago - 1 answers