Reference no: EM132369480

REPORT

After understanding your client and identifying a research goal, your next step will be to conduct primary research. Specifically, Report #1 should showcase your skills in either a qualitative or quantitative research method. This portion is by far the most work intensive, so do not wait until the last minute to do this portion.

This portion has three main parts: (1) Approach, (2) Results, and (3) Discussion

The report should have the following sections (please use section headers)

1. Research Approach (1-2 pages)

You need to choose a methodological approach and explain why you selected that method for this particular study. Why is this method appropriate for this population and in this context- show me your knowledge of when this method is best used. You can choose one of the following methods:

- In-depth interview: must have at least 5 participants

- Focus group: must have at least 5 participants

Survey: must have at least 15 participants

2. Results (2-4 pages)

For this section, you should include the following information:

Description of participants

What are the demographics of your participants (no identifying information)?

How did you pick this sample? That is, what kind of sampling (non-probability or probability) sampling did you use?

Brief description of how you went about the research

- Description of measures

What kind of questions were you asking? Do not put the action questions in this section. Instead, attach your moderator/interview guide or survey questionnaire as an appendix

Note: Each method should have at least 10 questions

Results

Describe what you found. This should include:

• Interviews: report key findings, including at least 3 direct quotations as support

• Focus groups: report key findings, including at least 3 direct quotations as support

• Survey: report key findings, including useful statistics

Did you find support for your hypotheses/answer your research questions?

3. Discussion (1-2 page)

Discuss the implications of your results

How does this answer your initial research aim from Report #1?

How does this help you frame how you should advertise your client to make a persuasive appeal?

Formatting considerations:

-4-8 pages, double-spaced (excluding references and appendix)

Sections clearly identified

Materials (guides or questionnaires) are at the very end as an appendix, labeled as "Appendix A: Moderator Guide" for example. It should be on its own page so that you could rip it out of the packet and it could stand alone.

Reading

Account Planning & Research By Nikki McClaran

Week 1: Introduction to Course & Research

Week 2: Secondary Research & Segmentation

Week 4: Quantitative Research

Week 5: Creative Briefs