DEVELOP BEFORE MODERATOR OR DISCUSSION GUIDE
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
DEVELOP BEFORE MODERATOR OR DISCUSSION GUIDE
Document #1: RESEARCH BRIEF EXAMPLE – DEVELOP BEFORE MODERATOR OR DISCUSSION GUIDE
Research Brief Outline
What is a research brief?
Why is a brief so important? A solid research brief is like the foundation of a building – if you understand and are clear in what you are researching or need to know, your research is more likely to start on the right foot. Skimp on this critical early step, and your project is more likely to struggle.
So how do you write a brief that gets you off to a great start?
Background: Begin with a short summary of your current situation, and define clearly what you already know about the company/brand.
Research Objectives: Next, set out your research objectives. For research objectives, what issues and topics do you want to explore or discover? What problems do you need to solve? Defining clear research objectives will help your research team design a well-focused study. Clear objectives will also help you to assess the quality and focus of your research agency’s report.
Methodology/methodologies: Offer your suggestions about how the data might be collected. For example, which research methodology (or methodologies) you think will best suit your project, and why.
Markets: which cities, geographies are you studying and will be recruiting participants from.
Respondent Specifications / Screener: what are the specifications of the people or participant whose views need to be understood; and what stimulus material you think the researchers should use to gain the richest possible insight.
Deliverables: Describe what you expect to get out of the project – the ‘deliverables’. You might just want advice on designing a survey, for example. Or perhaps you need statistically-robust data? Or maybe you’d like a full report complete with data, interpretation and clear recommendations to highlight decisions you should take.
Timetable or timing: What is your deadline for doing the research project? What milestones (if any) do you have to meet? When do you need results? Look at the deadlines I gave you for each deliverable.
Example – Research Brief Outline
Background
- Olive Garden Hispanic efforts launched in 2014 with Spanish-language Television advertising in 2 markets: Dallas and Houston.
- Eventually expanding to a total of 15 markets, the brand went national in July of 2008. Olive Garden now reaches 99% of US Hispanic population with a total of 210 Markets. Current Hispanic efforts contributed 50+ incremental guests per week/per restaurant and a 210% ROI (increase of 45 percentage points).
- Although current executions are successful, we would like to delve deeper into our Hispanic target in order to uncover any insights that may make them more impact-full.
Objectives
- Explore our Hispanic target, specifically in how it defines and relates to (in no particular order):
- Family: what is the meaning of Family, who is part of it and why. Is it a small/large group, is it inclusive of more than strictly close (nuclear family) relatives? How does that impact current guidelines on OG executions?
- Home: the concept of Home, and what in essence is the feeling of home or ‘like home’ mean to our target – this could have implications on our current tag line “Aqui estas en casa” meaning and the extent of the emotion that could be attached to the line itself.
- Respect: The importance of respect, especially when patronizing an establishment.
- * What makes them feel welcomed and respected? What is their expectation when visiting a sit down restaurant? Are they typically satisfied or disappointed with the level of service they receive when dinning out? How does that affect their decision next time they decide to dine out?
- Language: what language is the one most spoken in family gatherings? Is it typically guided by the family members (generations) in attendance? What is the dynamic between the younger and older generations at dinnertime? Is that dynamic one our target is comfortable with, could it be better, is it their ideal? (what is the ideal?) Is that dynamic something we want represented in our executions, or do we represent the ideal (aspirational) family interaction?
- Better understand Olive Garden’s current brand equity and perceptions
- Explore reaction to the idealized scenarios presented in current OG spots
Methodology/Study Design: Qualitative approach. We are leaning towards a combination of ethnographies (in-home and/or dine along) and groups. We may also include a category expert interview, example, an OG restaurant manager / brand manager/server, etc.
Markets: 8 top Hispanic markets: Los Angeles, Miami, New York/New Jersey, Dallas, Houston, Chicago, San Antonio and Phoenix
Respondent Specifications / Screener:
- Hispanic Males & Females with at least some high school education
- at least 10 hours of Spanish media per week (5 of which in TV)
- $35K+ HHI
- Between the ages 21-49
- 2+ years in the US
- Have children living in the HH – recruit for a food mix of young (3-11) and teenage (13-17)
- Must speak more Spanish more than English, or both equally
- Must be fluent in Spanish (??)
- Must dine out at least once a month (at OG or one of its main competitors)
- Pass Security screen
Deliverables: Full Report containing analysis and key findings, moderator or discussion guide, ethnography report, category expert interview report
Timing: Field Summer 2019
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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