Scenario:

You work as a junior employee in the marketing department of a medium-sized Hong Kong organisation. One of your major tasks is your involvement in your organization's marketing research planning process. The choice of organisation is the student's but the student should choose one that the student is familiar with or a well-known organisation as information about the organisation would be easier to obtain. Before attempting to cover all the assessment criteria, the student should briefly introduce the organisation chosen, explain the student's role in the organisation, and discuss its business. The student is encouraged to fully research the chosen organisation. Whatever the choice of organisation, the student is expected to demonstrate appropriate research skills, be able to make recommendations based on a sound and in-depth analysis of data gathered and to present the research findings in an appropriate format.

Task 1: Understand how to formulate a research specification:

1. Formulate and record possible research project outline specifications (you are expected to explain your choice of research question, the aims and objectives of the research, and the methodology you plan to use for data collection and analysis

2. Identify the factors that contribute to the process of successful research project selection

3. Undertake a critical review of key references (you are expected to critically review at least one of the source of references that you have listed in your reference list)

4. Produce a detailed research project specification

5. Provide an appropriate plan and procedures for the agreed research specification

Task 2: Be able to implement the research project within agreed procedures and to specification:

1. Use appropriate resources for addressing the chosen research question or hypothesis

2. Undertake chosen research investigation in accordance with the agreed specification and procedures

3. Record and collate relevant data where appropriate in respect of the chosen research project

Task 3: Be able to evaluate the research outcomes:

1. Use appropriate research evaluation techniques to analyse the data collected in the chosen research project

2. Interpret and analyse the results of your evaluation in terms of the original research specification

3. Make recommendations and suggest with justification areas for further consideration arising from your chosen research study

Task 4: Be able to present the research outcomes:

1. Use an agreed format and appropriate media to present the outcomes of the research to an audience (to meet this requirement, you can either produce a short PowerPoint presentation or write a presentation outline listing and explaining what you would be presenting)