Reference no: EM133202311 , Length: 2 pages.

Marketing Research Proposal Assignment: Marketing Research and Consumer Behavior

Students must select a business-based consumer topic that interests them personally. It can be related to your occupation, a hobby, something you read about in the newspaper, a company you do business with or frequent. You need an issue or some unanswered questions/needs (your topic) that will be answered as a result of your research.

Your research proposal should be 2 to 3 pages. It must include the following sections:

1. Cover Page to include the Title of the Research Proposal, the person or group for which the research is being conducted, your name, data, etc.

2. Introduction section to include a background and introduction to the situation for which a marketing research need is evident.

a. Explain the context of the issue that will become the essence of your research. Include a description of the issue or opportunity to which your internal management or a client might need answers, why the issue is significant to them, and how your proposed marketing research might produce decision making information. This is a good place to include secondary research data to help justify the need for your project.

3. Objectives: In this section you will try to convey the information you plan to obtain:

a. What issue(s) or opportunity needs information to aid in the decision making process? (e.g. increase sales of new products, selecting the most effective ad medium, etc.)?

b. What consumer information needs to be collected to help solve the business problem?

c. What will be the overall research question to be answered? Provide some of the lower level questions that might be needed so then when considered as a whole might help you answer the top-level research question.

4. Methodology: Describe in detail the specific type of research to be conducted (qualitative/exploratory, quantitative, secondary, primary data requirements) with an explanation of the need for each. Use of secondary research is required and must be included in this section. Discuss the specific techniques and data collection methods.

5. Scope: Describe the who, when, where, and how many minimum consumers will you plan to engage to collect the necessary data. Say that you will be using online survey software.

6. Potential Managerial Benefits: What value will the information be overall to management including any limitations, and how you anticipate it will help in their decision making process.