Reference no: EM131272920
Marketing Research Project Proposal
You need to complete a marketing research project proposal for an existing or hypothetical company. You should start by identifying a current or potential future problem or issue to be addressed (i.e. introduction of a new product, extension of a product line, repositioning of a product, targeting a new customer segment, etc.).
Place your problem into the context of your company's operation - provide some background information on consumers (which segments the firm is targeting), products, competitors. Do not include useless information-include only what is relevant to your problem and clearly make this connection.
Determine the specific information needs. What data do you need to have in order to address the problem? Propose the survey that will be used to gather this data. You need to prepare a real survey with proper instructions (see my example on TritonEd).
Finally, specify how you will analyze the data collected by this survey. Write out explicit regression formulas. Describe how you will interpret the coefficients, which coefficients are important and will help you answer the research problem.
First requirement: You have complete freedom about what type of problem you want to address, but your solution to this problem must include (possibly, among other solutions) measuring consumers' willingness to pay using a logit model.
Second requirement: This assignment should involve original thinking. Thus, you should not submit a proposal that is similar to the sample one that I posted on TritonEd and described in class.
Grading:
Set-up of the marketing situation/problem, its placement in context
Originality of the problem
Creativity of your solution approach to the problem
Survey Design, clarity of the questions and instructions
Appropriateness of the proposed survey questions in dealing with your problem
Description of the econometric model/coefficients interpretation
The proposal should be no longer than 2 single-spaced pages (without the survey). It should be submitted on TritonEd together with the survey (do not put your name on the survey if you wish to remain anonymous in case your survey is chosen for the data collection in class).
https://drive.google.com/file/d/0B70VjGbqiOSeLXdZUlB0UG9DQkE/view
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