Q MAR-411: MARKETING RESEARCH Final Project ________________________________________ OVERVIEW The marketing research final project will challenge your comprehension and application of the phases and steps associated with the information research process. See Exhibit 2.4 on page 32 of your textbook for all the phases and steps. You will be required to: 1. Select a service/project demographic for your Marketing Research Project 2. Work your product/service demographic through the four phases of the information research process: a. Phases I: Determine the Research Problem b. Phase II: Select the Research Design c. Phase III: Execute the Research Design d. Phase IV: Communicate the Research Results The Marketing Research Project has five deliverables. Parts 1, 2, 3, and 4 are graded. To complete the final project, you must complete each part. Consult the Course Calendar for due dates. Course objectives covered by the final project include CO1, CO2, CO3, CO4, CO5, CO6, CO7 ________________________________________ MRP: TOPIC SELECTION Marketing Research Project (MRP): Select an Area to Research In Discussion Forum MRP Topic Selection on the class Discussion Board, start a discussion thread titled "MRP Selection/[Your Name]," then post your selection by the date indicated in the Course Calendar. Note: This assignment is not graded but required. • Review and research the following five products/services demographics with the goal to select one as the focus of your Marketing Research Project. In one or two paragraphs, please explain the product/service demographic that you selected for your MRP. Include how and why you would like to approach your selection in your post. 1. Males visiting a spa 2. Patrons visiting a chiropractor as a pro-health activity 3. 18-, 19-, and 20-year-olds buying life insurance 4. Individuals 30 to 35 years old buying life insurance 5. College students 18 to 21 years old participating in Reserve Officers' Training Corps (ROTC) Consult the Course Calendar for the due date for your final selection. For additional information about this assignment, please contact your mentor. ________________________________________ MRP: PART 1 Marketing Research Project (MRP): Part 1 Part 1 is associated with Module 2. Part 1 of your research project should address steps 1, 2, and 3 of the Information Research Process for your product or service as indicated in Exhibit 2.4 on page 32. Use the literature review that you created in Module 2 to help in your completion of these steps. You are required to: 1. Write a 2- to 3-page paper (500 to 825 words) addressing steps 1, 2, and 3 (double-spaced, Times New Roman, 12-point font). Helpful Tip While you are preparing for Part 1, please keep the following tips and requirements in mind: • Note that within the Module 2 Study Materials section, key chapter review pages are listed. Use these pages as a guide to complete the steps of the marketing research plan. • As directions for explaining your research project in writing, remember that in the business world the owners, stakeholders, board of directors, corporate officers, and operational vice presidents will be asking, "Why, why, and why have you included the specific elements and activities within your marketing research plan?” Consult the Course Calendar for the due date for MRP Part 1. For additional information about this assignment, please contact your mentor. ________________________________________ MRP: PART 2 Marketing Research Project (MRP): Part 2 Part 2 is associated with Module 3. Part 2 of your research project should address steps 4, 5, 6, and 7 of the Information Research Process for your product or service as indicated in Exhibit 2.4 on page 32. You are required to: 1. Write a 4- to 6-page paper (1000 to 1650 words) addressing steps 4, 5, 6, and 7 (double-spaced, Times New Roman, 12-point font). 2. The questionnaire (step 7) for your MRP should include a maximum of 6 to 8 dependent variables questions and 4 independent variables questions. (See “About Launching Your Questionnaire" below for more details about when you should implement the questionnaire.) 3. Pretest your survey with 5 people, for validity, before submitting the assignment. About Launching Your Questionnaire • Your questionnaire should be launched to your audience after you receive feedback from you mentor on MRP Part 2. • The questionnaire can be administered in person or via e-mail, telephone, the U.S. mail system, Internet, or any other research method. (A minimum of 20 completed surveys are required.) Helpful Tip While you are preparing for Part 2, please keep the following tips and requirements in mind: • Note that within the Module 3 Study Materials section, key chapter review pages are listed. Use these pages as a guide to complete the steps of the marketing research plan. • As directions for explaining your research project in writing, remember that in the business world the owners, stakeholders, board of directors, corporate officers, and operational vice presidents will be asking, "Why, why, and why have you included the specific elements and activities within your marketing research plan?” Consult the Course Calendar for the due date for MRP Part 2. For additional information about this assignment please contact your mentor. ________________________________________ MRP: PART 3 Marketing Research Project (MRP): Part 3 Part 3 is associated with Modules 4 and 5. Part 3 of your research project should address steps 8, 9, and 10 of the Information Research Process for your product or service as indicated in Exhibit 2.4 on page 32. You are required to: 1. Write a 2- to 3-page paper (500 to 825 words) addressing steps 8, 9, and 10 (double-spaced, Times New Roman, 12-point font). Helpful Tip While you are preparing for Part 3, please keep the following tips and requirements in mind: • Note that within the Study Materials sections in Modules 4 and 5, key chapter review pages are listed. Use these pages as a guide for you to complete the steps of the marketing research plan. • As directions for explaining your research project in writing, remember that in the business world the owners, stakeholders, board of directors, corporate officers, and operational vice presidents will be asking, "Why, why, and why have you included the specific elements and activities within your marketing research plan?” Consult the Course Calendar for the due date for MRP Part 3. For additional information about this assignment please contact your mentor. ________________________________________ MRP: PART 4 Marketing Research Project (MRP): Part 4 Part 4 is associated with Module 6. Part 4 of your research project requires you to present your Marketing Research Project to the class. This will be accomplished by creating a PowerPoint presentation highlighting parts of your Marketing Research Project, and then posting it in Discussion Forum MRP Presentation. You are required to: 1. Prepare a PowerPoint presentation highlighting your Marketing Research Project (MRP). Your presentation should be no longer than 10 slides and it should include highlights of steps 2, 3, 7, 9, and 11 based on page 32, Exhibit 2.4. 2. In Discussion Forum MRP Presentation on the class Discussion Board, start a discussion thread titled "MRP Presentation/[Your Name]." 3. Post a description of your project (1 or 2 paragraphs), and then attach your PowerPoint presentation to your post by the date indicated in the Course Calendar. 4. Review two of your classmates' presentations and provide comments and feedback on each. Helpful Tip While you are preparing for Part 4, please keep the following tips and requirements in mind: • Note that within Module 6 Study Materials section, key chapter review pages are listed. Use these pages as a guide to complete the steps of the marketing research plan. • As directions for explaining your research project in writing, remember that in the business world the owners, stakeholders, board of directors, corporate officers, and operational vice presidents will be asking, "Why, why, and why have you included the specific elements and activities within your marketing research plan?” Consult the Course Calendar for due dates for your initial post and comment and feedback. For additional information about this assignment please contact your mentor.