Reference no: EM132721200

Task A

Develop a market research plan based on a business / marketing problem

In this task, you will assume the role of a Marketing Researcher for a fictitious company (your workplace or any other company of your choice). You have been given the responsibility of developing a market research plan for a business scenario. Some examples of a business scenario are

Based on the business scenario selected by you:

• Develop a business profile/context
• State the research need/problem
• Write research objective(s)
• Develop a research question (why, what, to what extent etc.)
• Determine data requirements
• Determine methodology (quantitative/qualitative) and data collection methods (e.g. surveys, interviews) Determine measures need to be taken to ensure quality of data and to set validity and reliability requirements
• OHS requirements/policy
• Project expectations and ethical considerations
• Legal requirements (e.g. privacy, anti-discrimination)

Task B

In continuation of Part A, assume that your company has decided to commission the research and hire an external researcher to undertake the project.

In addition to the market research plan, consider the following points to be added to the brief:

• Goods and services required to implement plans, and detail criteria for selection
• The need/rationale for engaging the external consultant
• Reporting and performance criteria to determine when the project has been delivered
• Terms of engagement (works, fictitious costs/fees, deliverables) and deadlines (assessment due date)