Conducting a small-scaled marketing research

Assignment Help Marketing Research

Reference no: EM133787949

Research and Data Analytics

Research topic: what makes local consumer choose to consume outside Hong Kong

This project offers you hands-on practices in conducting a small-scaled marketing research.
e.g., students' shopping behavior, attitude towards our canteen, etc.

You can choose any topic related to "communication", "media", "marketing", "advertising", "hospitality", "tourism", etc. (lecture 2: topic selection)

Your group will be given considerable freedom to follow your own interests in the choice of problem situation.

Literature support

You are encouraged to incorporate relevant theories and concepts where applicable, and remember to include a reference list of sources that you have cited.

Abundant journal articles should be adopted to support your arguments.

Students who do not read and use journal articles are unlikely to pass this project work and will be penalized for providing an inadequate "depth of research".

Assessment

The assessments of this group project include an oral presentation (which accounts for 10% of the module) and a written report which details the whole research project. The written report is worth 10% of the module.

The requirements of the presentation

Introduction
Research motivation à theoretical and/or practical gaps
Interesting Research Problems & Appropriate Research Questions & Hypotheses development
Appropriate Research Design & Methodology
Appropriate Coding, Data Entry, Analysis & Interpretation
Limitations and Future Studies

During the final session of the semester, each group will present their findings in class for 20-25 minutes.
Instructor will challenge team for another 5-10 minutes.
All members have to participate in the presentation.
Dress code during presentation: smart casual or your coolest outfit.

The requirements of the written report
The report should include the following sections:
Title page
Table of Contents
Executive Summary (Purpose; Design/Method; Findings; Practical implications; Originality.
FYI: Park, S. B., Chung, N., & Woo, S. C. (2013). Do reward programs build loyalty to restaurants? The moderating effect of long-term orientation on the timing and types of rewards. Managing Service Quality: An International Journal, 23(3), 225-244.
Introduction
Research Problem & Hypotheses Development (≥ H2)
Research Design and Methodology
Results and Analysis
Discussions and Conclusions
Limitations and Future studies
Reference list (APA style)
Appendices (if needed) 11

Reference no: EM133787949

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