Preparing a market research brief for subway

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Reference no: EM131619167

ASSIGNMENT - Prepare a Market Research Brief

Your Task: You have been given the task of preparing a market research brief for Subway.

Subway is a fast food restaurant chain seeking to expand its operations across Melbourne. Melbourne's population has been growing rapidly over recent years and the organisation believes there are opportunities to expand its franchise operations by opening further stores.

Research is now needed to locate the best locations to open new stores.

For management to make informed decisions on new outlets, market and consumer research is needed. Market research is needed on the macro, micro and numerical trends that might be impacting on the Melbourne fast food category. Consumer research is needed on consumer's behaviour and attitudes/perceptions in relation to the fast food category and the Subway brand. Information on consumer characteristics are also required ie demographics.

As the marketing manager of Subway, you need to prepare a market research brief for three market research organisations.

Your market research brief should map out the research requirements and include / discuss ALL the following research issues:

1. Cover Page

2. Table of Contents

3. Introduction [context of the research]

4. Research Objectives

5. Research Design [Data gathering approaches]

6. Sample Design

7. Analyses and Reporting Requirements

8. Timelines and Budgets

9. Selection Criteria

10. Codes of Practice - Market Research

11. References

Attachment:- Assignment Files.rar

Reference no: EM131619167

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Reviews

len1619167

8/30/2017 3:02:49 AM

Message from the student: I had submitted the solution to the professor but he has provided several revision instructions. You need to revise the solution as per instructions.

len1619167

8/30/2017 3:02:41 AM

Cover Page - Able to provide title of brief relevant to the research, Provides student details and Provides date of research brief, Makes use of relevant visual imagery eg. Company logo/products. Table of contents- Able to correctly outline sections of brief with relevant page numbers. Introduction - Demonstrates ability to research background on the company to provide marketing context for research brief. Able to provide a profile of the competitive landscape i.e., main competitors and Able to identify and explain the research problem / opportunity AND role of research and how it might assist the company.

len1619167

8/30/2017 3:02:34 AM

Research Objectives - Demonstrates understanding of research objectives. Able to identify the relevant information needs to be collected under market and consumer information needs. Research Design - Demonstrates understanding of the differences between primary and secondary data. Demonstrates understanding of the difference between qualitative and quantitative research. Able to nominate and explain preferred research approach. Sample Design - Able to define the relevant target audience with respect to the research objectives. Able to identify and explain the choice of an appropriate sampling technique. Able to identify and explain the choice of an appropriate sample size.

len1619167

8/30/2017 3:02:26 AM

Analyses & Reporting - Able to identify and evaluate suitable data processing method with an example. Able to outline reporting requirements. Timelines and budget - Able to outline an appropriate timeline that reflects each stage of the research plan. Able to provide an indication of the scope of the research via a budget guideline. Selection Criteria - Provides at least five selection criteria. Explains each of the criteria. AMSRS Codes of Conduct - Able to identify and explain two codes of practice relevant to the research as outlined in the AMSRS Code of Professional Behaviour. Referencing - Correctly reference sources of information and data.

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