Essay Instructions: *************************Do not plagiarism please because I have to hand in turn it in!
Purpose
The purpose of this assignment is to apply principles of the marketing research process in order to:
1. expose students to a broad spectrum of information sources,
2. search for, critically examine, interpret and synthesize information from multiple sources,
3. identify and articulate a marketing problem and its related strategic issues,
4. clearly define research objectives,
5. recommend and justify appropriate methods for gathering information to address the research objectives, and
6. apply proper (APA) citation and referencing techniques.
Case Overview
You have been contacted by the marketing manager of ... (select ONE company from the list below) who is about to begin the process of developing the marketing department?s 2014 strategic marketing plan. Before doing so, s/he would like some additional information that will help to determine their optimal direction. As a new researcher, you are hoping to establish your reputation in the industry, so you offer to provide the marketing manager with a concise, informative situation analysis at no cost, as well as a proposal for an additional primary research study that will provide him/her with relevant additional information.
Client
Abercrombie & Fitch Co.
Starbucks
Holt Renfrew
Nokia
Mattel
Boston Pizza
Harley-Davidson
Audi
Hershey
Other (verify with instructor...)
Task
Applying what you have learned from the information provided in your assigned readings (both textbook and supplemental readings) and in the class lectures for Weeks 1 to 5, provide your client with a concise ?situation analysis? and a proposed outline for a marketing research study that will help to move the marketing department?s planning process forward.
In order to do this, you will need to do some background research to get a sense of how the company is doing and what key strategic issues they may be facing. This background or ?situation analysis? will form Section 1 of your report.
Next, identify a particular marketing problem or opportunity that would require additional primary research (outlining research objectives, methodology, study benefits & limitations) in order for the marketing manager to decide how best to proceed. This ?research proposal? will form Section 2 of your report.
Note: You are NOT advising your client how to run the business. You are simply providing an outline of how you can help him/her to make a more informed decision by gathering additional information through a marketing research study.
Your submission should include the following:
? Cover Page, Report Organization, Spelling/Grammar (up to 7.5 marks deducted if below acceptable standard) ? include an appropriate/informative title, student + professor names, course code, section number and submission date. Ensure all report sections are clearly labelled ? use headings/subheadings as appropriate. Include page numbers, and ensure submission is securely bound (i.e. a staple in the top left corner). Proofread for spelling/grammar errors ? failure to do this will result in an unprofessional finished product that a client would dismiss as worthless. Note: overall report length is to be a MAXIMUM of 7 pages (not including title page and reference list) on 8.5 x 11? paper, single-spaced using 11-12 point font and 1-inch margins.
Section 1: Introduction and background (Secondary Research) - 4 page MAXIMUM
? Introduction/Background (20 marks) ? provide a full description of the client?s ?situation?, including all important strategic issues that should be considered in relation to the marketing problem/decision to be made. You will need to perform some secondary research to complete this section.
Summarize the relevant information available for the company using the following resources (include ?adapted? tables/charts, if relevant, into the body of your proposal - do NOT attach as appendices to the end of the report):
a. Databases and websites containing company information (select any three or more of the following):
i. Business Insights: Essentials
ii. Business Source Elite (Marketline Company Profiles)
iii. Factiva
iv. Passport GMID
v. Mergent Online
vi. fp.infomart.ca (Canadian companies only)
vii. Company website
Next, find out what people/customers are saying about the company:
b. Social Media (select any two or more of the following):
i. Wikipedia
ii. Foursquare
iii. Twitter
iv. Facebook
v. Myspace
vi. Consumer Rating Sites
vii. Blogs
In addition, incorporate information from recent studies on topics that relate to the trends/strategic issues faced by the company in the current business environment, using the following resources:
c. Library databases containing scholarly information (incorporate at least three references from any one or more of the following online databases):
i. Proquest Business Collection
ii. Emerald Library MCB
iii. Google Scholar
iv. PsycInfo
v. Canadian Business and Current Affairs (CBCA)
Finally, based on the information summarized above, present a clear statement identifying a marketing problem/decision to be made from the perspective of the decision makers (NOT the researcher!). This will form the basis for the remainder of your marketing research study proposal as described below.
Section 2: Primary Research Proposal ? 3 page MAXIMUM
? Research Objectives (4 marks) ? specify what information needs to be gathered by the researcher in order to address the marketing problem/decision you identified in the previous section. Aim for three to five distinct but related objectives. Be clear and to the point. Use words like: ?The purpose (objectives) of this study is (are) to:
? identify...
? describe...
? compare/contrast...
? summarize...etc.?
? Research Design/Method (10 marks) - identify the research design and specific method(s) to be used, the target population and sampling plan, and any other details relevant to the overall study methodology. Justify your choices, incorporating what you have learned through the Module 1 readings and lecture materials.
? Study Benefits & Limitations (6 marks) ? Describe the anticipated uses and benefits of the information that will be gathered through the proposed study (i.e. what is the value of the information for the client?). As well, identify the potential problem areas with your selected methodology in terms of how effectively it will be able to access the desired information.
? References (10 marks) ? Use APA style guidelines to incorporate in-text citations in the body of your work. Include a reference list, in APA format, at the end. Remember: Each in-text citation should have a corresponding entry in your reference list, and vice versa. Note: Failure to incorporate citations and a reference list into this assignment, as appropriate, constitutes plagiarism and will be dealt with accordingly. For more information about plagiarism, refer to pg. 5 of the course outline.
*************************Do not plagiarism please because I have to hand in turn it in!