Assignment 1. Preparing a Brief Research Proposal for a Marketing Research
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.
In terms of the topic of your research proposal, the two options for you to choose from are described below. You only need to do one of them. Note that if you were to choose option B, your topic needs to be approved by the unit coordinator and the application to do so is due 3 weeks prior to the assignment due date.
One of the few industries that might experience growth during the coronavirus pandemic is drive-in cinema. With most regular cinema closed, drive-in cinema offers both the comfort and security of social distancing. Ben Schwartzman, an Australian entrepreneur based in Melbourne, is eager to grab this business opportunity. In particular, he needs to find out the key factors that influence consumers' decision to visit a drive-in cinema. Imagine that you are working for a marketing research company and has been tasked to draft a marketing research proposal to help Ben with his endeavour.
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).
Pick a real business (i.e., a business with a physical presence in Melbourne or a website (if online only)) and draft a research proposal to investigate the key components/determinants of a customer attitude/behaviour variable that is important to the business. Before you proceed further, you need to submit a one-page application to your unit coordinator(Bhoomija) for approval. The last day to submit this application is April 6. The application should include the following information.
Required structure of the proposal
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.
As you work on this assignment, it is important to keep in mind your target audience—i.e., the manager who is the decision maker. Think about what information he/she would like toknow before agreeing to commission the marketing research project and paying for its cost.
The sections of a research proposal and their contribution to the overall mark are described in detail below. Note that the report must not exceed 2000 words in total.
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 may explain recent changes in the marketplace, the competitive situation and even explain previous research that has been conducted. The information presented in this section will draw heavily from secondary data sources. This should be based on what you write below in section 2 where you discuss the potential managerial implication of the research.
Hint: when you do your reading and preliminary search, focus your attention on identification of key factors that may help to address the Management Decision Problem. Please note that the data must exist in the public domain (i.e. you cannot use confidential company information or data).
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).
Well-articulated research objectives are essential to a good research project even though they may be extremely difficult to formulate.
State the marketing research problem (MRP): the overall statement has been provided to you in the topic section of this document. You need to formulate and describe the main components of the MRP. Briefly explain what each component is.
This section should describe your research approach.
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.
For a descriptive research design, this involves specifying which question in your questionnaire (see section 3.b and section 4 below) provides a measure of that variable (for example, if your RQ involves the variable “gender”, indicate which question in your questionnaire asks about the respondent’s gender)
Discuss the potential managerial implication. For example, if you do find that customer satisfaction varies by income, how could your client use this information for their business decision making? This discussion should be based on the specific questions you proposed. This serves as a justification for your proposed research questions.
In this section, you need to describe the research design(s) you use to formulate and address your research questions.
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.
Please justify why a research design or combination of several research designs is appropriate for these Research Questions and overall purpose of your research.
This section describes in detail how the proposed research design is implemented. This includes a description of the study/studies conducted, key variables measured and any issues in design conceptualization. The implementation plan depends on the choice of research design in part 3(a) above.
For experimental designs, this includes a detailed description of –
For descriptive designs, this includes a survey questionnaire (include the actual questionnaire in Appendix A) to collect the necessary data to address all your research questions. Explain how it relates to the research approach
(section 2 above). For each question in the questionnaire, specify the - • Variable measured
This section details the (recommended) population under study (i.e. who should potentially be a member of the population). It also provides information on how subjects are enrolled into the study. For this part, provide -
In this section, provide the survey questionnaire (if you have chosen a Descriptive Research Design). You may use Qualtrics to design the questionnaire (optional). If so, export the survey to a Word File and include it here.
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)
Note that the references (appendix B) are not included in the 2000 word limit. There will be a 10% penalty if you exceed the word count by more than 10% (i.e., if your word count exceeds 2,200 words).
Marking criteria – the key consideration would be correctness, consistency and justification. Below are the specific criteria that will be used in assessing the assignment
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