MKT 645 Marketing Research In Consumer Behavior Project
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
MKT 645 Marketing Research In Consumer Behavior Project Guide
This course will have you create a qualitative market research proposal (MRP). McDaniel Jr. and Gates (2015) stated, “…the research proposal is a document that presents the research objectives, research design, timeline, and cost of a project” (p. 59). Therefore, you should expect to build a proposal echoing McDaniel Jr. and Gates’s vision of an MRP.
Week 1. Your goal is to submit a draft of the Overview of the Problem and Objectives and Target Audience for review. They should be drafted, placed into the MRP template, and submitted by the end of Week 1 to allow for feedback.
Week 2. Your goal is to submit a final version of the Overview of the Problem and Objectives and Target Audience integrating the professor’s feedback. They should be finalized, placed into the MRP template, and submitted by the end of Week 2.
Week 3. Your goal is to submit a draft of the Market Research Technique, Existing Data Sources, and Sampling Strategy and Size segments for review. They should be drafted, placed into the MRP template, and submitted by the end of Week 3 to allow for feedback.
Week 4. Your goal is to submit a draft of the Primary Data Collection and Analysis segment of the MRP. It should be drafted, placed into the MRP template, and submitted by the end of Week 4 to allow for feedback.
Week 5. Your goal is to complete the proposal’s remainder, revise it for clarity, readability, and APA formatting. Submit the final MRP for review/grading. Remember to format the appendices, provide APA references, and ensure the entire proposal supplements Week 5’s Project. The requirements for Week 5’s project appears in Week 5 Project: Qualitative Market Research Proposal.
The culmination will be producing a qualitative market research proposal demonstrating the ability to plan a market research effort while meeting the Course Learning Objectives (CLOs).
WEEKS 1 AND 2: ESTABLISHING A VISION OF YOUR PROPOSAL
Building a proposal requires a vision allowing a market researcher to tackle a problem. You must be able to answer the following questions while preparing an MRP:
- What is the problem I wish to address using market research, and who/what are the problem’s stakeholders? (Remember, customers, employees/members/internal actors, owners, and external agencies quality as stakeholders!)
- What questions must I ask to enable an MRP to explore and understand the problem? Also, how can I assure the answers to the questions benefit the problem’s stakeholders?
You need to identify a researchable problem, its stakeholders, and the MRP’s relevance to stakeholders. For example, Dalgish (2017) asserted that emotions influence B2B buyers’ rational decision processes. Dalgish’s assertion was a surprise to many marketers, business persons, and decision-makers. A qualitative market researcher may wish to help a company understand the role of emotion in their B2B buying activities by stating the following: 2
- (Identifying a Problem) The company may be experiencing a problem with fear and anxiety feeding into their B2B buying and negotiation efforts involving the US’s Western coast.
- (Identifying the Stakeholders) Stakeholders include influencers (the internal team charged preparing reports and recommendations for decision-makers), the strategy-recommendation panel (CEO, COO, CAqO, and the acquisition division leader), buyers (acquisition division Purchasing Teams A and B), decision-makers (CEO, COO, and CAqO), Customers A, B, and C (located in Oregon, US), and the West Coast Negotiating Team (WCNT).
- (Identifying the Questions and Finding Relevance) The proposal would like to address the following question:
o Question 1: Dalgish (2017) asserted that emotions influence B2B buyers’ rational decision processes, and it is believed that fear and anxiety may be motiving our recent B2B deals. How have instances/experiences of fear and anxiety caused the WCNT and Purchasing Teams A and B to avoid potentially beneficial deals?
o This question is relevant to the problem because it will allow an exploration of the mindsets, perceptions, thoughts surrounding the issue using interviews and the analysis of the resulting interview transcripts.
The above offers a vision compatible with a potential qualitative market research proposal. Further, resolving the question may benefit the company and stakeholders experiencing the problem.
Identifying a researchable problem and its stakeholders will require some web-based research.
The university recommends starting with these sites:
- Brand Channel: www.brandchannel.com
- Green Book Blog: www.greenbookblog.org
- Quirks: www.quirks.com
- Retail Customer Experience: www.retailcustomerexperience.com
Quirks may appeal to most budding market researchers because it contains a stunning collection of marketing research, research ideas, anything related to marketing. Visit the above sites and find one problem you would like to explore using qualitative market research. After choosing a problem, learn more (and collect useful resources!) about it via Helpful and Recommended Websites, Google Scholar, and relevant, trusted websites.
WEEK 3: DISCUSSING MARKETING TRENDS AND YOUR MRP
Week 3 hosts activities asking you to consider marketing trends, technique, and other essential elements of your MRP:
- Activity 1: Week 3’s Assignment: Determining the Technique for Your MRP
ACTIVITY 1: WEEK 3’S ASSIGNMENT: DETERMINING THE TECHNIQUE FOR YOUR MRP
Week 3 has you submit a draft of the Market Research Technique, Existing Data Sources, and Sampling Strategy and Size segments for review.
They should be drafted, placed into the MRP template.
WEEK 4: THINKING ABOUT DATA COLLECTION
Week 4 has you submit a draft of the Primary Data Collection and Analysis segment of the MRP. Ensure your draft meets the following goals:
- Identify and describe the data collection method you would consider using to help you achieve the objective.
- Illustrate and justify the procedures you would consider using while collecting data.
- Discuss the creation of instrumentation (surveys, interview guides, focus group guides, etc.) you would like to use while collecting data. If possible, provide an instrument in the appendix to support your discussion.
- Provide a detailed and easy to understand the description of the data analysis procedure you would like to use. (For example, if you intend to code your data, explain how you propose to go about coding!)
- Discuss how your proposed data collection method and analysis would help you meet the objective.
- If your proposal assumes the use of software for data analysis, then describe how it could help you process qualitative data.
Remember, you are discussing your plans regarding data collection, procedures, and data analysis. You do not have to carry them out/conduct the study! Your audience should have a solid grasp of your plans after reading the MRP Primary Data Collection and Analysis segment.
The Primary Data Collection and Analysis segment should be drafted, placed into the MRP template, and submitted by the end of Week 4 to allow for feedback. 4
WEEK 5: QUALITATIVE MARKET RESEARCH PROPOSAL
Week 5 is the moment of truth! Week 5 is where you conclude and present your MRP! Woohoo! Week 5 hosts two activities:
- Activity 1: Week 5’s Wrap-Up: Finishing Up the MRP
- Activity 2: Week 5’s Project: Share Your MRP!
ACTIVITY 1: WEEK 5’S WRAP-UP: FINISHING UP THE MRP
Your goal is to complete the proposal’s remainder, revise it for clarity, readability, and APA formatting. Submit the final MRP for review/grading. Remember to format the appendices, provide APA references, and ensure the entire proposal supplements Week 5’s Project.
ACTIVITY 2: WEEK 5’S PROJECT: SHARE YOUR MRP!
Your goal is to share your MRP with peers using a 10-slide narrated presentation. Using your MRP, construct a presentation using the following guide:
Slide 1. Define the problem—share the issue you wish to research using your MRP.
Slide 2. Define the research objective—state your MRP’s objective and its relevance to the problem and its stakeholders.
Slide 3. Identify primary and secondary sources of data you are considering for your MRP; justify your selected sources.
Slide 4. Discuss and justify the method and procedures you are considering for your MRP.
Slide 5. Identify and illustrate potential participants (and estimated sample size) you would hope to recruit for a study utilizing the MRP.
Slide 6. Discuss how your MRP proposes to collect data using traditional, social media, and mobile media channels.
Slide 7. Discuss the instrumentation which could be used to elicit data helping the proposed study meet its objectives.
Slide 8. Discuss the proposed tools and strategies used to analyze the qualitative data discussed in Slide 6.
Slide 9. Discuss how you would go about presenting the findings generated while analyzing data.
Slide 10. Refer to the GRIT and your proposal while discussing how you could provide recommendations to your proposal’s stakeholders regarding potential future market research.
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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