Reference no: EM133172188
Research Problem
This is the foundational assignment for your Marketing Research Study. For this assignment, you will identify an issue or a company to research. This can be an issue that relates to a product (such as Starbucks Blonde Roast), brand awareness (consumer brand perception of Target versus Wal-Mart), or anything that relates to marketing research from a business perspective. Carefully review the Defining the Research Problem section in the Malhotra text to understand how to approach this assignment and to help you with the process of identifying a valid company or issue and related research problem.
1. For the Research Problem section, provide a research problem heading and clearly state the company or issue of focus and the research problem to be studied in 300-500 words. You need to be specific here, and clearly identify one specific problem that should be researched, posing the specific problem as a question. (For example, does Starbucks Blonde Roast increase the consumer base for the company? Or, how do customers compare Target and Wal-Mart in terms of product quality in the Lynchburg, Virginia area? What causes diners to pick McDonalds over Burger King for lunch? Or, as a ?nal example: is the price of V8 V-Fusion a major factor in purchase decision for a consumer?) Include a description of what the problem is, why studying this problem is important, and what the variables are (price, brand awareness, location, and age are examples of variables).
2. Submit a brief literature review of 300-500 words that discusses the current research that has been conducted and published on the product or issue, noting if there is reference to theory in the study as a background to support your problem. Please incorporate at least 4 scholarly resources (peer-reviewed journal articles, relevant online research for valid sources, or online company information) specifically within your literature review section with APA-formatted in-text citations. It is recommended that the LUO Library resources be utilized to find scholarly research on your topic.
3. The entire assignment must be in current APA format and include a title page, appropriate section headings (research problem, and literature review), and reference page.