Assignment #3: Marketing Research and Data Analysis

CLOs & Grade Weighting

2. Research consumer behaviour, competition, and target markets to develop a value proposition of a product or services that considers sustainability.

4. Apply the marketing mix, including product, price, distribution, and integrated marketing communications to create value for a product or service.

6. Identify opportunities and challenges associated with sustainable marketing business practices.

Assignment Value: 25% of overall grade

Instructions

Congratulations! Your manager at M1 Consulting Inc. would like you to continue the project. You will design a research and analytics strategy.

The format of your analysis can be one of three forms. It is your choice:

Traditional report written in full paragraphs and sentences (no more than 5 pages)

Video with references included (no longer than 10 minutes)

Audio with accompanying notes and references (no longer than 10 minutes)

Use the same small company that you have analyzed in your first two cases.

You are expected to use at least one source of information to inform your design.

Will you be able to access to Big Data (websites, social media, etc.)?

Will you use relational databases (information stored in fields, etc.)?

Will you use non-relational databases (documents, etc.)?

Your report should contain the following sections, at minimum:

1. A Title Page to include the name of the company, and your name, your instructors name, and the date (not included in page count)

2. Problem Statement, approximately to 1 page

Written or described in complete paragraph format, pleasestate the marketing problem.

3. Research Design, approximately 1 to 2 pages

Develop a clear research design. Be sure to consider:

The type of marketing research you will conduct (exploratory or descriptive);

The sources of information to be used;

The research methods (survey, experiment, and/or observation);

The sampling plan; and

The schedule and cost of the research.

Briefly explain Why? and How?, where applicable, based on what you have learned about the company and your design. If using a survey, how will you distribute it? Provide an example of one to three question(s). What technology do you need to use?

4. Hypothesis, approximately to 1 page

What do you think the outcome of your design will tell you about your problem?

5. Ethical Considerations, approximately a page

Address how you will collect, use, and report data ethically.

6. Recommendations, approximately to 1 page

Based on what you have learned through your designwhat conclusions can you predict? What do you need to communicate to management?

Can you/Should you make use of any visuals?

7. References/Bibliography final page (not included in page count)

List all references used, including publications and websites.

*Please Note: Please cite any content that is not your own creation. It is expected that you will use your own words, but even so, the ideas might have come from another source, so use citations. Use a minimal number of direct quotes only where necessary. If material is not cited and is not original, it will be considered plagiarism. Please consult your professor if you have any questions or concerns about this. **There is no required citation format required in this course use your own judgement and be consistent.**

Use 12-point font, preferably Calibri or Arial. Emphasize the headings that label each new section using Styles in the Home tab (when using Word). Include page numbers in your report.

Please see attached marking rubric.

Submit through Blackboard (under Assessments tab in the course menu).