Lesson 2: Exploratory Research and Support Systems

Activity 2: Using and Synthesizing Secondary Research Sources (100 points)

Write a research paper on a topic related to marketing research or a marketing research problem using secondary sources of information available through the Ashworth College online library. You may choose the topic of your paper (or choose from the samples below), but it must address a marketing research problem or synthesize information on research methods. Your report should include the following components. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 4-page research paper is required.)

a. Thesis Statement: Begin by developing a thesis statement that sets the stage for the information you will synthesize.

b. Literature Review: Use a minimum of 10 sources, five (5) of which should be from scholarly journals. Do not simply summarize each source.

c. Body of the Report: Develop a unified approach that conveys your insight into your topic, synthesizing your sources in a way that supports your thesis statement.

d. Implications and Conclusions: Conclude with implications and conclusions developed from your own interpretation of the literature.

Sample Topics:

1. Are NASCAR fans a desirable segment for marketers to pursue?

2. What is the market potential for automobiles in China?

3. How are concerns over the economy affecting consumer spending and shopping behavior?

4. What effect will a weak U.S. dollar relative to the Euro have on pricing strategies for consumer goods imported to the U.S. from Asia?

5.. What factors and cues influence consumers choices of wines?

6. What are the advantages and disadvantages of using online access panels for online survey research?

7. Are online focus groups a viable alternative to traditional focus groups?

8. Can case studies exemplify the value of exploratory research for use in marketing decision-making?

9. What research challenges face advertisers and media companies as they seek to describe consumer media patterns accurately?

10. How might the use of RFID (radio frequency identification) tags influence what we know about consumer behavior in the future?