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The Marketing Research Project. Example Project Ideas A study to help increase business at a local restaurant. A study to evaluate the quality of on-campus food service. A study of student perceptions of campus organizations.

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the marketing research project
The Marketing Research Project
  • Example Project Ideas
    • A study to help increase business at a local restaurant.
    • A study to evaluate the quality of on-campus food service.
    • A study of student perceptions of campus organizations.
    • A study to determine who attends UNC Charlotte basketball games and how to promote to them.
  • In your first team meeting you will want to come up with a list of potential clients. Members of the team may work for companies that would make good potential clients.
the marketing research project1
The Marketing Research Project
  • Potential Clients
    • Fraternities, sororities, professional organizations & clubs, intramural sports.
    • Campus business services such as dining, food service, book store, etc.
    • Other campus services such as the health center, the counseling center, SGA, etc.
    • Organizers of campus activities such as bicycle races, Greek Week, etc.
    • Small businesses and non-profit organizations
    • City or local government depts.
the marketing research project2
The Marketing Research Project
  • Tips on Choosing a Topic
    • Avoid low-incidence product or service categories and respondents. (e.g. digital satellite systems, Nobel Laureates)
    • It is easier to measure the satisfaction of existing customers than to discover the motives of non-customers.
    • Avoid projects that call for respondents to give opinions about which they have little knowledge (e.g. living in China).
    • Avoid projects that require respondents to answer questions on sensitive or embarrassing topics. (e.g. DWIs)
the marketing research project3
The Marketing Research Project
  • Make clear to your client…
    • The project will be performed by a group of student consultants taking an introductory marketing research class not a professional research organization.
    • Because the research is not being done by professionals, the results should be interpreted with caution.
    • The project will involve survey research using a formal questionnaire.
    • The project will not take a great deal of the client’s time but the client must commit to limited meetings with students and to providing some background information.
the research proposal
The Research Proposal
  • Contains an outline of the steps of the project.
  • Reflects your thinking about the topic and the decisions you have made about the most appropriate research methods.
  • Provides a checkpoint for comparing your goals and objectives with those of the client.
  • Once agreed to, it represents a “contract” between you and the client regarding the work to be performed.
research proposal outline
Research Proposal Outline
  • Background Investigation
  • Research Objectives
  • Research Methodology
    • Data Gathering Method
    • Sampling Plan
    • Discussion of Data Gathering Instrument
    • Data Collection
  • Tabulation and Data Analysis
  • Time and Cost Estimates
  • Limitations
background investigation
Background Investigation
  • Client Interview
    • Previous studies and reports
    • Company data
    • Ideas about other sources of data or information
  • Trade Publications & Other Secondary Information
    • Current and innovative marketing practices in the industry to suggest alternative marketing methods to evaluate.
    • Successful marketing strategies to generate ideas for future plans
    • Industry trends and statistics on growth rates, sales & profitability.
    • Results of previous studies of firms within the industry.
research objectives
Research Objectives
  • Specific
  • Focus on information that will help the client make better marketing decisions
  • Start with your background investigation
  • Action oriented (e.g. to evaluate, to measure, to determine, etc.)
data gathering method
Data Gathering Method
  • Secondary Data
  • Primary Data
    • Observation
    • Experiment
    • Survey
      • Telephone
      • Personal or Intercept Interview
      • Self-Administered Questionnaire (e.g. mail, email, web)
sampling plan
Sampling Plan
  • Purpose of Sampling
  • Target Population
  • Sampling Method
  • Sampling Accuracy
data collection
Data Collection
  • Time Frame
  • Responsibilities of Each Team Member
  • Procedures for Tracking Progress
  • Procedures for Screening Questionnaires for Accuracy and Completeness
  • Coding Procedures
limitations
Limitations
  • Ability of students to conduct a professional marketing research study
  • Statistical precision due to small sample size.
  • Ability to generalize results due to the specification of the population.
  • Ability to obtain a good sampling frame
  • Number of areas to be explored due to the shortness of the questionnaire.
  • Potential biases such as non-contact, refusals, and respondent non-cooperation.
  • ETC…
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