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The Marketing Research Project

The Marketing Research Project. Purposes of the Project. Give you practical experience at conducting a marketing research project. Develop a systematic understanding of consumer perceptions of e-security. Develop a systematic understanding of consumers’ role in e-security.

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The Marketing Research Project

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  1. The Marketing Research Project

  2. Purposes of the Project • Give you practical experience at conducting a marketing research project. • Develop a systematic understanding of consumer perceptions of e-security. • Develop a systematic understanding of consumers’ role in e-security.

  3. Benefits to be Gained • Practical experience • Exposure to a professional experience • Satisfaction of producing a product • Application of skills

  4. Major Project Phases • Questionnaire Development • Primary Data Collection • Data Input and Analysis • Marketing Research Report

  5. Outline of the Research Report • Title Page • Introduction • Objectives • Research Design and Methodology • Research Method • Sampling • Data Collection • Tabulation and Analysis Procedures • Sample Description Continued on next slide

  6. Outline of the Research Report • Results • Description of outcomes associated with each statistical procedure employed • Description of outcomes associated with each hypothesis • Conclusions • Recommendations • Limitations • Appendices

  7. Description of the Sample • Meant to familiarize the reader with the characteristics of the respondents • Thus, primarily want summary tables or graphs of key descriptive characteristics • Use percentages, not the raw numbers • Mention 2 or 3 of the key characteristics of the sample. • Refer your reader to the Annotated Questionnaire (in the Appendix) for a complete analysis of the sample

  8. Statistical Outcomes • Discuss outcome of all statistical procedures • Describe the findings for EACH hypothesis. • Do not simply repeat the information in your data tables. • Do not explain what the results mean – you’ll do that in the Conclusions section.

  9. Conclusions & Recommendations • While not the most extensive, are the most important • They tell the client what the results mean and what should be done • Conclusions are statements of what the analyst believes the findings mean • Recommendations suggest courses of action that should be pursued

  10. Limitations • ALL marketing research studies have limitations • Highlight the key limitations of the project • Briefly discuss the expected impact of each and/or the concern that should be given to each

  11. Annotated Questionnaire • Simple matter of extracting key figures from your computer printouts and placing them on a clean copy of the questionnaire used

  12. Example

  13. Format Requirements • Due NLT Thursday, December 3rd • Must be typed & double-spaced. • Use Times New Roman 12-pt. font. • Page numbers must be included. • Length is NOT a grading criterion. • Must be securely bound in some type of a binder (this does NOT mean a staple or an envelope). • All references must adhere to Journal of Marketing style. • No print-outs (originals or copies) from SPSS allowed. All tables must be the student’s original work.

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