Market Research

The Project

Your main task is to act as a market research agency and deliver a 10‐minute presentation, as if being delivered to the client. However, your first task will be to generate a short research brief which your team, as the market research agency, will respond to. (You don’t need to do the presentation, this will be me, based on what you have written).

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The Research Brief

You will have to generate a short research brief.

This brief should contain the following:

· A short introduction and background of the company or organisation commissioning the research.

· Three business or organisational objectives. These could be particular problems or challenges they are facing or they could be more strategic aims and objectives.

Three research aims. These should be specific goals which a market research project would help answer. They could be specific questions which the organisation wishes to answer or they could be information or insight about a particular population. They should be linked to the business objectives as much as possible.

· Some information about what, if any, data the business or organisation can supply, for example a customer database, a sampling frame or operational data.

· An indication of the preferred method of the research, i.e. quantitative, qualitative, or a mixture of both. If you wish, you could also indicate a preference for the specific method, for example focus groups, face‐to‐face interviewing etc.

· An indication of the available budget and required timescale for the research.

Your team will also have to decide who the business or organisation commissioning the research is. This should be a real company or organisation, but feel free to make any assumptions for the purposes of the brief if it is not something you can easily find out. (We choose ZARA, the clothing company.

The Presentation

In responding to the brief, you will need to: (a) Prepare and submit a 10‐minute video presentation, giving details of how you would conduct the research, in particular:

Ø Give an exposition of the brief, including the aims of the research.

Ø Demonstrate an understanding of the market or business context as well as any other publically available research done in this area.

Ø Detail how the fieldwork would be conducted, i.e. face‐to‐face, telephone, online, focus groups, mixed‐mode etc.

Ø Explain the proposed sampling method as well as other methods considered, including details of any sampling frame to be used.

Ø A brief walk‐through of what the survey would capture (i.e. the questionnaire).

Ø How you would use any customer or operational data supplied to you by the client.

Ø Describe what multivariate analysis techniques you propose and how these would help the client’s research aims. (You are not required to actually conduct any analysis.)

Ø Detail the proposed sample size and the estimated confidence intervals around the survey estimates.

Ø Present and interpret results of the primary research (see below) as well as some material on the challenges faced in conducting this and learnings from it. The presentation may make use of any multimedia tools you wish, for example videos, interactive polls etc. You should aim to make your presentation as polished, imaginative and as interesting as possible. (b) To undertake one piece of primary research relating to the proposal. This could be in the form of:

Ø conducting a small number of (online) interviews with members of the relevant population (such as a pilot study)

Ø running a small (online) focus group

Ø conducting one or more (online) in‐depth interviews.

Although primary research is not normally conducted as part of the response to a brief, you should attempt to integrate your findings in the presentation, perhaps using it as a learning in the area, to generate ideas for the questionnaire or to test the questionnaire.

Marks will be awarded on the basis of the following:

Ø How well articulated and well thought out the aims of the research were.

Ø How comprehensively your group demonstrates understanding of the market context.

Ø How well your group exhibits understanding of data collection methods, sampling methods and sample size calculations.

Ø How well your group justifies your chosen approaches and explains the reasons behind the approaches you rejected.

Ø Your creativity and imagination in the proposed design of the survey.

Ø The quality of the questionnaire content and how well it reflects the aims of the research.

Ø How well the primary research was run and how you demonstrated your learnings from it. Ø The quality and professionalism of the presentation and presentation materials.

Ø The choice and explanation of the analytical techniques and how they were linked to the aims of the research. You will be marked as a group, although it is recommended that you clearly demarcate and divide up the tasks equally. The effective distribution of responsibilities across the group is one of the transferable skills the task is meant to develop.

The executive summary

The report should be based upon the work done in the group presentation, so responding to the same brief. If you wish, you may also include a Technical Appendix at the end of the document but I will not consider anything included here for marking.

Description of assignment:

Act as a market research agency as if responding to a client’s brief, as if being delivered to the client.

Deliverables:

– Production of a short research brief (approx 500 words),

– and an executive summary (approx 1000 words).

Criteria:

DELIVERABLE COMPOSITION:

Organized and well written. Underlying logic is clearly articulated and easy to follow. Words expressed the intended meaning and supported reader comprehension. Sentences were grammatical with few spelling errors.

DELIVERABLE SUBJECT KNOWLEDGE:

Deliverable demonstrated knowledge of course content, and integrated many major and minor concepts. There is evidence of extensive research and depth of thinking about the topic.

DELIVERABLE ANALYSIS:

Presents an insightful and thorough analysis of all identified issues. Includes all necessary evidence and/or calculations.

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