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The Marketing Research Project. Purposes of the Project. Give you practical experience at conducting a marketing research project. Develop a systematic understanding of consumer perceptions of e-security. Develop a systematic understanding of consumers’ role in e-security.

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purposes of the project
Purposes of the Project
  • Give you practical experience at conducting a marketing research project.
  • Develop a systematic understanding of consumer perceptions of e-security.
  • Develop a systematic understanding of consumers’ role in e-security.
benefits to be gained
Benefits to be Gained
  • Practical experience
  • Exposure to a professional experience
  • Satisfaction of producing a product
  • Application of skills
major project phases
Major Project Phases
  • Questionnaire Development
  • Primary Data Collection
  • Data Input and Analysis
  • Marketing Research Report
outline of the research report
Outline of the Research Report
  • Title Page
  • Introduction
  • Objectives
  • Research Design and Methodology
    • Research Method
    • Sampling
    • Data Collection
    • Tabulation and Analysis Procedures
    • Sample Description

Continued on next slide

outline of the research report1
Outline of the Research Report
  • Results
    • Description of outcomes associated with each statistical procedure employed
    • Description of outcomes associated with each hypothesis
  • Conclusions
  • Recommendations
  • Limitations
  • Appendices
description of the sample
Description of the Sample
  • Meant to familiarize the reader with the characteristics of the respondents
  • Thus, primarily want summary tables or graphs of key descriptive characteristics
  • Use percentages, not the raw numbers
  • Mention 2 or 3 of the key characteristics of the sample.
  • Refer your reader to the Annotated Questionnaire (in the Appendix) for a complete analysis of the sample
statistical outcomes
Statistical Outcomes
  • Discuss outcome of all statistical procedures
  • Describe the findings for EACH hypothesis.
  • Do not simply repeat the information in your data tables.
  • Do not explain what the results mean – you’ll do that in the Conclusions section.
conclusions recommendations
Conclusions & Recommendations
  • While not the most extensive, are the most important
  • They tell the client what the results mean and what should be done
  • Conclusions are statements of what the analyst believes the findings mean
  • Recommendations suggest courses of action that should be pursued
limitations
Limitations
  • ALL marketing research studies have limitations
  • Highlight the key limitations of the project
  • Briefly discuss the expected impact of each and/or the concern that should be given to each
annotated questionnaire
Annotated Questionnaire
  • Simple matter of extracting key figures from your computer printouts and placing them on a clean copy of the questionnaire used
format requirements
Format Requirements
  • Due NLT Thursday, December 3rd
  • Must be typed & double-spaced.
  • Use Times New Roman 12-pt. font.
  • Page numbers must be included.
  • Length is NOT a grading criterion.
  • Must be securely bound in some type of a binder (this does NOT mean a staple or an envelope).
  • All references must adhere to Journal of Marketing style.
  • No print-outs (originals or copies) from SPSS allowed. All tables must be the student’s original work.