Syllabus
Schedule
Course Information
Project
Proposal Evaluation
Criteria
Weekly
Conferences |
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One
of the objectives of the course, Identify and discuss the
specific stages of marketing research
methods:
- formulate
the problem
- determine
the research design
- design
the data collection method and forms
- design
the sample and collect the data
- analyze
and interpret the data
- prepare
the research report
The
project is worth 100 points or 25% of the final grade.
To
meet this objective, students should write a marketing research proposal, using Table 3.3,
Parts of a Typical Research Proposal, on page 85 in your text as a guide. For an
example, see Research Realities 3.4, A Sample Proposal at General Mills for Research
on Protein Plus Cereal (page 86). As it will be extremely difficult to actually carry
out a research project, I want students to prepare the proposal describing the research
and analysis that would be done, if the data were collected. An example of the type of
information to be included in this proposal is in Table 3.1, Questions to be Addressed
at the Various Stages of the Research Process, on page 68 of your text.
In
other words, write a research proposal describing what you are going to do, but it should
be a more detailed proposal than the example in the text (page 86). Do this by answering
the questions relevant to the research you would do as addressed at the various stages in
the research process (page 68). You may discover that you may have to include significant
background information to justify your proposal.
Additional information:
You
may do this in a group, or as an individual.
It
may be on almost any marketing problem; that is up to each individual student; however,
get my approval before you begin.
Do
not wait until the last minute to begin. If you have questions, please ask. For
professional direction, see Proposal Evaluation Criteria.
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