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The marketing research final project will challenge your comprehension and application of the phases and steps associated with the information research process. See Exhibit 2.4 on page 32 of your textbook for all the phases and steps. You will be required to:
Select a service/project demographic for your Marketing Research Project
Work your product/service demographic through the four phases of the information research process:
Phases I: Determine the Research Problem
Phase II: Select the Research Design
Phase III: Execute the Research Design
Phase IV: Communicate the Research Results
The Marketing Research Project has five deliverables. Parts 1, 2, 3, and 4 are graded. To complete the final project, you must complete each part. Consult the Course Calendar for due dates.
Course objectives covered by the final project include CO1, CO2, CO3, CO4, CO5, CO6, CO7
MRP: TOPIC SELECTION
Marketing Research Project (MRP): Select an Area to Research
In Discussion Forum MRP Topic Selection on the class Discussion Board, start a discussion thread titled “MRP Selection/[Your Name],” then post your selection by the date indicated in the Course Calendar.
Note: This assignment is not graded but required.
Review and research the following five products/services demographics with the goal to select one as the focus of your Marketing Research Project. In one or two paragraphs, please explain the product/service demographic that you selected for your MRP. Include how and why you would like to approach your selection in your post.
Males visiting a spa
Patrons visiting a chiropractor as a pro-health activity
18-, 19-, and 20-year-olds buying life insurance
Individuals 30 to 35 years old buying life insurance
College students 18 to 21 years old participating in Reserve Officers’ Training Corps (ROTC)
Consult the Course Calendar for the due date for your final selection. For additional information about this assignment, please contact your mentor.
MRP: PART 1
Marketing Research Project (MRP): Part 1
Part 1 is associated with Module 2.
Part 1 of your research project should address steps 1, 2, and 3 of the Information Research Process for your product or service as indicated in Exhibit 2.4 on page 32. Use the literature review that you created in Module 2 to help in your completion of these steps.
You are required to:
Write a 2- to 3-page paper (500 to 825 words) addressing steps 1, 2, and 3 (double-spaced, Times New Roman, 12-point font).
While you are preparing for Part 1, please keep the following tips and requirements in mind:
Note that within the Module 2 Study Materials section, key chapter review pages are listed. Use these pages as a guide to complete the steps of the marketing research plan.
As directions for explaining your research project in writing, remember that in the business world the owners, stakeholders, board of directors, corporate officers, and operational vice presidents will be asking, “Why, why, and why have you included the specific elements and activities within your marketing research plan?”
Consult the Course Calendar for the due date for MRP Part 1. For additional information about this assignment, please contact your mentor.
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