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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.

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The Marketing Research Project

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  1. 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.

  2. 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.

  3. 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)

  4. 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.

  5. 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.

  6. 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

  7. 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.

  8. 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.)

  9. Data Gathering Method • Secondary Data • Primary Data • Observation • Experiment • Survey • Telephone • Personal or Intercept Interview • Self-Administered Questionnaire (e.g. mail, email, web)

  10. Sampling Plan • Purpose of Sampling • Target Population • Sampling Method • Sampling Accuracy

  11. Sampling Accuracy on a Yes/No Question for Various Sample Sizes (95% Confidence Level)

  12. Data Collection • Time Frame • Responsibilities of Each Team Member • Procedures for Tracking Progress • Procedures for Screening Questionnaires for Accuracy and Completeness • Coding Procedures

  13. 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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