By day 7<\/p>\n
With these questions in mind, the marketing director has asked you to prepare a memo of this week that will help her make decisions related to consumer insights and their role in market research. She has asked you to be sure to provide evidence and examples to support and illustrate the role and relative value of consumer insights.<\/p>\n
General Guidance on Assignment Length:\u00a0<\/strong>Your Assignment will typically be 2\u20133 pages (1\u20132 pages if single spaced), excluding a title page and references. Refer to the Week 1 Assignment Rubric for grading elements and criteria. Your Instructor will use the rubric to assess your work.<\/p>\n Submission and Grading Information<\/p>\n To submit your completed Assignment for review and grading, do the following:<\/strong><\/p>\n <\/p>\n <\/p>\n <\/p>\n Beginning in Week 2, you will develop your Market Research Proposal, which will build on the topics of the course.<\/strong><\/p>\n Imagine that you are positioned as a marketing research manager assigned to provide insights to senior management regarding new revenue opportunities for your company. In order for you to provide such insights, you and your team will need to undertake a market research project using existing data sources through \u201cdesk research\u201d (i.e., secondary data) as well as obtaining new information specific to the product you are working on (i.e., primary data).<\/p>\n For example, if you worked for Apple, and management asked the question, \u201cHow can we increase sales of the iPad?\u201d, as the marketing research manager, you would begin by pulling existing information together about customers and perhaps customers of competitors, current sales of iPads, and current sales of competing products and so on. Once you have put this information together and developed your insights, there would likely be many questions unanswered. At this point you would design a research project to obtain new, primary information in order to better understand the market and the prospective customers so you can recommend actions for the management to take in order to increase sales.<\/p>\n Primary research efforts cost money and time. In order for management to approve allocating these resources, as the marketing research manager you need to develop a market research proposal for management to review and approve. In creating the proposal, you may need input from other people or departments, and this input should increase the value of the proposal. But, the proposal is submitted with\u00a0your<\/strong>\u00a0name attached to it, and whether management accepts or rejects it will reflect only on you.<\/p>\n Creating a Market Research Proposal is the term Final Project. You will be the sole author of the proposal but, as in the real world, you will also be assigned to a team via the Peer Forum. Your team members will provide feedback to you on the proposal, which you can accept or ignore, and you will provide feedback to each of them.<\/p>\n Refer to the \u201cFinal Project Overview: Market Research Proposal\u201d document in the Learning Resources for a detailed description of the proposal requirements.<\/p>\n <\/p>\n Week2 Requirements:<\/p>\n <\/p>\n Day 5<\/strong>\u00a0– Post project topic to forum.<\/p>\n\n
Project: Market Research Proposal<\/h1>\n
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