Properly explained and technically sound

Assignment 1. Preparing a Brief Research Proposal for a Marketing Research Project

The assignment requires you to draft a research proposal for a marketing research project. The required structure of the proposal is described in detail on the next page. Please read it carefully. In addition, please make sure that you follow the approach and examples from the lecture and tutorial in completing this assignment.

As the marketing analyst, you have decided to propose a conclusive research design for this proposal.

Option B - Choose your own topic! (prior approval required).

********************************************************************************* Required structure of the proposal
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In this unit, a research proposal states the researchers’ understanding of the purpose of the study (MRP), the main research questions (RQ), the information needs, the research design for gathering and analysing data, and the implementation of the proposed research design through experiments or a survey questionnaire.

This section is designed to provide a short overview of what prompted the need to seek marketing research (hints: expansion of Covid-19; please note that some countries already have implemented this concept few years ago, i.e. before widespread of Covid 19). Please read the history of this concept (Drive-in Cinema) and how it can be adapted to one of the cities in Australia.

It will include a description of the management problem facing the organisation.

This section is designed to provide a detailed description of the purpose of the research and research objectives. That is, why is it important to commission this research and why it is felt that research may be of use to decision-making?

Research objectives are the detailed objectives of what you need to know e.g. attitudes, behaviour, usage expectations, perceptions. Is it to
understand, evaluate or explore (qualitative objectives) or is it to measure, record, or ascertain (quantitative objectives).

This section should describe your research approach.

(a)Research questions (RQs)

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•For each RQ, clearly identify the variables that need to be measured to

Specifically, for each of the variables identified above, clearly indicate how you would measure it in a conclusive research study. This is closely related to the research design you choose (see section 3 (a) below).

For an experimental research design, this would entail listing measures for the outcome and the key variables that are experimentally manipulated.

In this section, you need to describe the research design(s) you use to formulate and address your research questions.

(a) Choice of Research Design
The choice of research design decides how the research study would be conducted. For this proposal, you can choose among conclusive research designs – Causal or Descriptive. The choice of design also depends on the nature of MRP and research objectives – whether the aim of the research study is to describe an association and predict outcomes or unearth a causal relationship between the outcome and components.

This section describes in detail how the proposed research design is

implemented. This includes a description of the study/studies conducted, key

For experimental designs, this includes a detailed description of –

•No. of experiments conducted (Hint: Each experimentally
manipulated variable will require its own experiment)
•Outcome, treatment and extraneous variables for each experiment •Experimental design for each experiment
•Where the experiment(s) would be conducted – lab vs field
•Internal and external validity of each experiment

•What is the sample size you need? Briefly explain.

•Provide a brief explanation on how the sampling process ensures
representativeness. In particular, discuss what are the key segments for your target population and whether the proposed sampling plan captures these segments

Make sure that you start with a paragraph briefly introducing the objective of the survey to the survey participants

Appendix B: References (for any existing literature that you have consulted or cited in this report)

1.The due date/time of the assignment is by 11:59pm on the Sunday after week 7 lecture(May 10).

2.The assignment is a group work (with maximum 3 students/group). One copy is to be submitted on Moodle from each group. In the case that unforeseen technical issues on Moodle prevent you from completing the submission process, you are required to email the report to your tutor.

7.Students are required to keep a soft copy of their report until they get the marked report back.

If you have any questions, please feel free to speak to your lecturer or tutor.

3.Components and RQ are well thought out and properly address MRP (i.e., no important aspects of MRP missing). The justifications for RQs are well thought-out and well explained.

4.Variables are clearly and precisely articulated. In particular, are the variables correctly identified?

9.The sampling process of the research design are carefully considered, properly explained and technically sound. Did you discuss how your sampling process ensures representativeness?

10.Quality of writing and communication –clearly explained; writing is cogent, lucid and flows naturally